A Cannes Lions Jury Presents: The Art of Branded Entertainment

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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.
 

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Acknowledgements
The Battle of Time and the Fallacy of the Short Attention
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
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O autorovi (2018)

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 investigat

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