A Cannes Lions Jury Presents: The Art of Branded Entertainment
PJ Pereira, Monica Chun, Jules Daly, Richard Dias, Samantha Glynne, Carol Goll, Gabor Harrach, Marissa Nance, Toan Nguyen, Luciana Olivares, Marcelo Páscoa, Misha Sher, Pelle Sjoenell, Jason Xenopoulos, Tomoya Suzuki
Peter Owen Publishers, 14. 6. 2018 - Počet stran: 320
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.
Co říkají ostatní - Napsat recenzi
Na obvyklých místech jsme nenalezli žádné recenze.
The News It Creates Monica Chun
From Product Placement to Idea Placement Pelle Sjoenell
Principles of Storytelling Applied to Branded
Amping the Tension Pelle Sjoenell
Everyone Wants a Documentary or Dont Be Afraid to Live
Feeding Our Anger Luciana Olivares
Wheres the Excellence in Sports? Misha Sher
Art Meet Science Marissa Nance
achieve Adidas agency anger artists athletes audience audience’s authentic awards Bartle Bogle Hegarty Beauty Inside become BMW Films branded content branded entertainment campaign Cannes Lions celebrity channels chapter Chipotle commercial consumers create creative creators culture director documentary emotional engage Entertainment Lions example execution experience Facebook fans feature feel Festival film-makers format FremantleMedia Game of Thrones Grand Hollywood idea placement important industry inspired Instagram integrated Jason Xenopoulos jury Lions Entertainment live look millennials movie Netflix NetScout Nike Ninjutsu partner partnership people’s Pereira O’Dell piece PJ Pereira platforms play product placement production values programme Red Bull refugees Santander Bank script share short film social media star story storytelling strategy successful talent tell things traditional advertising Unlimited Stadium viewers watch Werner Herzog what’s winners YouTube