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...