Back to the future

As audiences increasingly find it easy to avoid commercials, advertisers are making more use of branded entertainment.

Back to the future

David Ward

Who says you can't go home again? As the ad community experiments with new types of advertising models in an attempt to reach an increasingly decentralized audience, one trend gaining traction marks a return of a strategy made popular during television's earliest days – agencies building original long-form entertainment around their clients' brands.

Nowhere was this more evident than at the second annual Battle of the Brands this past April in New York City. The team competition, which was cosponsored by the Association of National Advertisers, brought together the four finalists to present their...

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