A Cannes Lions Jury Presents: The Art of Branded Entertainment

A special, premi re 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 P scoa, 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.