A special, première release of this groundbreaking book on the art of
advertising and brand management to coincide with the 2018 Cannes Lions
International Festival of Creativity.
A collection of essays from jurors on the 2017 Lions Entertainment
award. Drawing on years of experience and expertise, working for brands
such as Mini, Coca-Cola, Lego, Google, Skype and Intel and for media and
advertising giants such as Bartle Bogle Hegarty and MediaCom, the
contributors provide a fun and far-reaching study of the evolution of
branding and the future of advertising.
Live television viewing is decreasing as audiences choose to stream
television shows and films via catch-up, YouTube, Netflix, iTunes and
other digital platforms. With that shift, intrusive commercial
advertising breaks are quickly losing their power as the leading way in
which brands communicate with viewers.
For the past five years the Cannes Lions international Festival of
Creativity has been grappling with how the entertainment and marketing
worlds can collaborate in fresh and innovative ways, rather than
unsophisticated product placement. In 2017 twenty specialist jurors
considered a wide range of ideas submitted in the relatively uncharted
category of branded entertainment, regarded by many as the future of
advertising. For days they deliberated on what made an entry more or
less successful. This book conveys their comprehensively debated
conclusions in a series of stimulating essays authored by each juror.
Contributors to The Art of Branded Entertainment Monica Chun,
President of PMK.BNC; Jules Daly, president of RSA Films; Ricardo
Dias, CMO of Anheuser-Busch InBev's Grupo Modelo in Mexico; Samantha
Glynne, Global Vice President of Branded Entertainment at TV
production giant FremantleMedia; Carol Goll, ICM Partners Global
Head of Branded Entertainment; Gabor Harrach, the New York-based
film and TV producer and former Head of Entertainment Content at Red
Bull Media House; Marissa Nance, Managing Director for Multicultural
Content Marketing & Strategic Partnerships at Media Superpower OMD;
Toan Nguyen, partner at Jung von Matt/SPORTS; Luciana Olivares,
CCO of Latina Media in Peru; Marcelo Páscoa, Head of Global Brand
Marketing at Burger King; PJ Pereira, Founder and Creative Chairman
of Pereira O'Dell; Misha Sher, Vice-President at MediaCom Worldwide;
Pelle Sjoenell, Bartle Bogle Hegarty's Global Chief Creative
Officer; Tomoya Suzuki, CEO of Stories International; Jason
Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML.
