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.
Monica Chun is EVP/Chief Operating Officer at PMK•BNC, a global, full-service PR and marketing firm that specializes in entertainment and pop culture and was recently voted number two on the New York Observer’s "Power 50." PMK•BNC delivers inspired communications and marketing strategies for brands as well as a who’s who of the entertainment world. Their clients include over 400 of the most respected talent, influencers, content creators and brand innovators, including Kate Hudson, Cameron Diaz, Carrie Underwood, Sean Combs, Pepsi, Audi, Samsung, American Express and T-Mobile. Monica is an award-winning strategic-marketing professional with over twenty years of agency experience in brand strategy, influencer marketing, entertainment outreach, experiential marketing, sponsorship and promotions as well as insights and analytics. Monica has a proven track record of success creating and implementing marketing programmes that drive innovation for various Fortune 500 brands.
Jules Daly is President of RSA Films and producer/executive producer of numerous movies and TV series, including The Grey, Daybreak, The A-Team and Shanghai Noon.
Ricardo Dias is currently Vice-President Marketing for Middle Americas, at Anheuser-Busch InBev, having previously served as Global Vice-President, Consumer Connections, in New York. Ricardo has been named a "Media Maven" by Advertising Age, a "Branding Power Player" by Billboard and has been inducted into the AAF Hall of Achievement, the industry’s premier award for outstanding advertising leaders.
Samantha Glynne is Global Vice-President of Branded Entertainment at the TV production giant FremantleMedia. She is based in London but drives branded entertainment activities for FremantleMedia around the world, working with regional commercial and digital teams to deliver brand strategy. She also leads key relationships with brands and agencies to maximize advertiser engagement on TV and digital platforms. Prior to this role she was Managing Partner at Publicis Entertainment in London and Paris and worked as Head of Branded Content at All3Media.
Carol Goll is a partner and Head of Global Branded Entertainment at ICM Partners. Since joining ICM in 2008, Goll has built one of the most coveted brand and talent endorsement divisions in the entertainment industry, structuring lucrative deals and building brands for A-list talent in film, TV, sports and music. Known for her creative and entrepreneurial edge, Ms Goll also founded ICM Partners’ corporate-representation business, which provides strategic-entertainment-marketing counsel and development of cutting-edge campaigns for high-end luxury, automotive and fashion brands, leveraging all areas of the business to deliver the highest impact of success. Ms Goll has been recognized by Advertising Age, Billboard and Adweek as a top entertainment marketer for brands and by Variety as one of the top women in the industry making an impact. Prior to ICM she was an executive at Mercedes-Benz USA for close to fourteen years, leading the company into its first global forays outside of traditional automotive marketing/communications. She repositioned the brand as a competitor in the luxury goods and entertainment industries while delivering profitable return on investment. Ms Goll negotiated the brand’s top alliances, including the global initiative Mercedes-Benz Fashion Week, which Adweek deemed "a brand buzz surefire marketing decision." Ms Goll has a BA in Journalism and an MA in Marketing Communications from Michigan State University.
Gabor Harrach is a New York-based TV and digital media producer, documentary film-maker and former head of the Entertainment, Editorial and Culture Departments at Red Bull Media House. He currently consults with global brands in content marketing. Trained at the Yale School of Drama as a theatrical producer and at the CBS Broadcast Center in New York as a TV producer, Gabor’s path to content marketing went from the theatre through investigative television journalism and documentary film-making to overseeing the development and production of entire portfolios of brand-produced content.
Marissa Nance is a managing director at OMD. She has been with Omnicom for over two decades and with OMD since its inception. There she has honed her skill-set of developing, negotiating and executing entertainment-based media strategies across any medium. Her expertise includes original content development and production, storyline and product integrations, promotional extensions and custom 360 media platforms.
Toan Nguyen started as an intern at Jung von Matt and became the youngest strategy director in the company’s history. He is now named equity partner at Jung von Matt/SPORTS, Germany’s most awarded sports marketing agency. He advises national and international federations, football clubs, sports brands and blue-chip companies and a few top athletes. Toan manages several eSports teams, including the German Mousesports clan, and he is also the lead strategist for many eSports sponsorships such as Mercedes-Benz, Pringles and Vodafone.
Luciana Olivares is CCO of Latina Media, one of the most important TV networks in Peru, having previously led the marketing strategy for BBVA, one of the most respected and loved brands in Peru, achieving important business goals and winning many prestigious national and international awards. She achieved two Cannes Lions in 2015 with The Concert No One Was Waiting For in the Branded Content and PR categories, and another Cannes Lion in 2016 with The Mute Performance. She has written three best-selling marketing books and is one of the top one hundred executives in Peru.
Marcelo Pascoa is the Global Head of Brand Marketing for Burger King. He started his career as a copywriter, working for agencies such as Grey and DDB. For five years he worked as a creative director at New Content, where he led the creation and production of branded content projects for Unilever Brazil. In 2014 he moved to the client side as the Creative Excellence Director for Coca-Cola Brazil. He later moved to Atlanta, Georgia, USA, to become Coca-Cola’s Global Creative Director. Both as a creative and as a client, his work has always focused on bringing advertising and entertainment together, in projects that have been recognized by several international awards, such as Cannes Lions, the Clios and the Effie Awards.
PJ Pereira is co-founder and Creative Chairman of Pereira O’Dell, where he has worked with brands such as MINI, Coca-Cola, LEGO, Google, Skype and Intel among others. In 2017 he had the honour to serve as the president of the jury of the Branded Entertainment Jury at the Cannes Lions Festival of Creativity, thirteen years after chairing the Cyber Lions jury, when, according to the festival, he was the youngest president in the history of Cannes Lions.
Misha Sher is Vice-President, Sport and Entertainment, at Mediacom, one of the world’s largest media agency networks and part of WPP Group. An industry veteran with over fifteen years’ experience, Misha has advised and worked alongside some of the most admired global brands, events, properties and talent in creating innovative partnerships that truly harness the power of sport and entertainment. Misha has been on juries for numerous national and international award shows, and his opinions have featured in some of the leading global publications, including the New York Times, the Wall Street Journal, Fortune, CNN, CMO, Adweek, Campaign and SportBusiness International.
Pelle Sjoenell is Worldwide Chief Creative Officer of Bartle Bogle Hegarty (BBH). He founded BBH in Hollywood in 2010 to harness the creative power at the intersection of advertising, technology and entertainment. He also co-founded the Creative Studio, a joint venture merging the marketing insights of BBH with Scooter Braun Projects, the architects of modern pop culture and influence.
Tomoya Suzuki is founder and CEO of STORIES®, a joint venture between Hakuhodo DY and SEGA. With offices in Tokyo and Los Angeles, it produces film and TV based on Japanese IP, commercials and branded entertainment. STORIES® represents more than forty creators from Hollywood and Japan with backgrounds in filmed entertainment and expertise in branded content. It has produced over two hundred branded content and music videos, including J.W. Marriott’s Two Bellmen and Namie Amuro’s "Anything." Tomoya has created the Subaru branded entertainment campaign Your Story With, with sixty episodes of ninety-second story-based commercials and regular TV dramas based on the spot as well as a hit novel based on the commercials. He’s currently partnered with Marc Platt (La La Land) to develop and produce Shinobi and the producers of The Walking Dead on Altered Beast for film and TV adaptations by Hollywood. He is a graduate of the USC Peter Stark Producing Program. WelcometoSTORIES.com
Jason Xenopoulos is the Global Chief Vision Officer of VML and Chief Creative Officer of VML, EMEA. Jason has written and directed feature films, directed award-winning TV commercials and started and managed successful businesses—including VML South Africa. Under Jason’s leadership, VML South Africa won a host of international awards and was named Entertainment Agency of the Year in the Cannes Lions Global Creativity Report 2017.