“While there are a host of attributes by which to rank this year’s programmes – creativity, effectiveness, audience reach – the following represent the ones who were a cut above the rest. I’ve pointed out all year, notably here on MIPBlog, that branded entertainment should serve a custom, targeted purpose, specific and strategic to the brand. This select group of programmes has delivered authentic brand story in a cultural context, prioritising the entertainment or utility for the target audience”.
"This year has truly been a tipping point for branded entertainment", says OgilvyEntertainment’s associate director. Here’s why!"
See on blog.mipworld.com