The Entertainment Flip
We still treat branded entertainment as something that supports an ad campaign. Advertising should support an entertainment idea, not the other way round.
Thinking
Thinking
Points of view on branded entertainment, commercial models and propositions, for brands, media owners, rights holders and creative studios.
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Why people have the wrong idea about Red Bull
Marketers hold Red Bull up as the exception. It isn't. It's a drinks brand that made a choice and stuck with it.
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What changes when a production company goes direct to brands
Brands buy outcomes, not rosters. Going direct needs a different proposition from the one that works with agencies.