What do you think?
Rate this book
A Cannes Lions Jury Presents: The Art of Branded Entertainment
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 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; Tomoyo Suzuki, CEO of Stories International; Jason Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML.
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 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; Tomoyo Suzuki, CEO of Stories International; Jason Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML.
289 pages, Kindle Edition
Published June 14, 2018
21 people are currently reading
61 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 of 1 review
August 22, 2018
"The Art of Branded Entertainment", the first book ever written by a Cannes Lions jury, not only makes a good case about why Branded Entertainment is probably the only meaningful way to engage with audiences in the age of Netflix & YouTube, but also provides a concise history of the genre and its biggest hits so far, as well as tapping into the potential it has for the future, moving beyond just scripted storytelling, into sports, gaming, documentaries, factual entertainment and VR.
The jury of Entertainment Lions 2017, under the guidance of jury president PJ Pereira, set out on their mission to learn on behalf of the industry of what Branded Entertainment can be, by studying the entries of last year. This book provides their comprehensive findings, along with their insightful recommendations on how one can produce entertainment that respects the time invested by the audience as well as the resources provided by the brand and the talent involved.
At the same time, the book is a rare behind-the-scenes look at how a Cannes Lions jury works and how it collectively decides, after long deliberations, on what merits the monumental distinction that a Cannes Lion is. So regardless if you're into Branded Entertainment yet, this book will provide you with a unique view from inside the jury room, valuable to anyone wanting to compete at the Cannes Lions International Festival of Creativity.
In full disclosure, I was not only fortunate to have our work (Lacta's 2017 web series "From the Start", by OgilvyOne Athens) awarded with a Gold and a Silver Lion from this jury, but we were lucky enough to see them write a book about the process and use our work as one of their examples. But besides making me very honoured, this book also provided me with amazing insight on how others have gone through the process, of creating work that competes not just with other pieces of advertising, but with the best that Hollywood can produce, fighting for the same amount of time that audiences can invest. To honour that investment should be your ultimate goal and this book will provide you with valuable help on how to go about it.
The jury of Entertainment Lions 2017, under the guidance of jury president PJ Pereira, set out on their mission to learn on behalf of the industry of what Branded Entertainment can be, by studying the entries of last year. This book provides their comprehensive findings, along with their insightful recommendations on how one can produce entertainment that respects the time invested by the audience as well as the resources provided by the brand and the talent involved.
At the same time, the book is a rare behind-the-scenes look at how a Cannes Lions jury works and how it collectively decides, after long deliberations, on what merits the monumental distinction that a Cannes Lion is. So regardless if you're into Branded Entertainment yet, this book will provide you with a unique view from inside the jury room, valuable to anyone wanting to compete at the Cannes Lions International Festival of Creativity.
In full disclosure, I was not only fortunate to have our work (Lacta's 2017 web series "From the Start", by OgilvyOne Athens) awarded with a Gold and a Silver Lion from this jury, but we were lucky enough to see them write a book about the process and use our work as one of their examples. But besides making me very honoured, this book also provided me with amazing insight on how others have gone through the process, of creating work that competes not just with other pieces of advertising, but with the best that Hollywood can produce, fighting for the same amount of time that audiences can invest. To honour that investment should be your ultimate goal and this book will provide you with valuable help on how to go about it.
Displaying 1 of 1 review