Making magic, using logic: The Ogilvy branded entertainment model

This paper describes a model for planning and measuring the effectiveness of branded entertainment and content marketing.

Making magic, using logic: The Ogilvy branded entertainment model

Abby Marks, Eddie Burns and Olivia RzepczynskiOgilvyEntertainment

Overview

Advertising has never been more fun. The entertainment industry is booming, and brands are getting in on the action, investing an increasing share of marketing dollars into branded entertainment ("BE") programs. There is a tangible excitement about the opportunity to create content on behalf of brands. But there is also a real fear of squandering precious budgets on a platform with limited accountability. According to a recent survey by the Custom Content Council, 39% of US companies expect...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands