From the editor: That's entertainment
Colin GrimshawWarc
Branded entertainment - the topic of this month's Admap Focus - isn't new. It's been around since the dawn of television with the Procter & Gamble funded 'soap operas', a staple of daytime TV viewing in the US in the 1950s.
Yet, from those pioneering days, it never really took off. The cost of producing a TV show when measured against the creation of a spot ad or even a sponsorship, together with strict rules governing the association of the brand with the programme, limited its appeal to advertisers.
Instead,...