A Cannes Lions Jury Presents: The Art of Branded Entertainment

"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."--ProQuest.;Front Cover; Epigraph; Title Page; Half Title; Copyright; Contents; Acknowledgements; Foreword PJ Pereira; Part 1: The Need; Digitally Born Killers (or What Branded Entertainment Can Do for Brands) -- Ricardo Dias and Gabor Harrach; The Battle of Time and the Fallacy of the Short Attention Span -- Marcelo Pascoa; The News It Creates -- Monica Chun; Part 2: The Art Of Branded Entertainment; From Product Placement to Idea Placement -- Pelle Sjoenell and Jason Xenopoulos; Back to Basics: Principles of Storytelling Applied to Branded Entertainment -- Tomoya Suzuki; Amping the Tension -- Pelle Sjoenell. A special, premire 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 Pscoa , 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; Tomoyo Suzuki , CEO of Stories International; Jason Xenopoulos , Chief Vision Officer and Chief Creative Officer of VML. 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; Tomoyo Suzuki, CEO of Stories International; Jason Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML. Front Cover Epigraph Title Page Half Title Copyright Contents Acknowledgements Foreword PJ Pereira Part 1: The Need Digitally Born Killers (or What Branded Entertainment Can Do for Brands) -- Ricardo Dias and Gabor Harrach The Battle of Time and the Fallacy of the Short Attention Span -- Marcelo Pascoa The News It Creates -- Monica Chun Part 2: The Art Of Branded Entertainment From Product Placement to Idea Placement -- Pelle Sjoenell and Jason Xenopoulos Back to Basics: Principles of Storytelling Applied to Branded Entertainment -- Tomoya Suzuki Amping the Tension -- Pelle Sjoenell. Everyone Wants a Documentary (or Don't Be Afraid to Live Your Truth) -- Gabor HarrachFeeding Our Anger -- Luciana Olivares Part 3: Opportunities Ahead Where's the Excellence in Sports? -- Misha Sher The Future of Entertainment: Hollywood, Sports and Gaming, Gaming, Gaming! -- Toan Nguyen Art, Meet Science -- Marissa Nance Part 4: The Business The Hollywood Way -- Jules Daly What's in It for the Stars? -- Carol Goll Ideas That Scale: How to Create a Global TV Format -- Samantha Glynne Advertising Ninjutsu and the Secret Art of Operating in the Shadows -- Jason Xenopoulos. Think Like a Marketer, Behave Like an Entertainer, Move Like a Tech Start-up: A Behind-the-Scenes Look at Three Cannes Grands Prix -- PJ PereiraAbout the Authors Index of Works Cited Some Authors Contacts Page.