Branded content: more than just showing up

Woody Allen is reputed to have said, “Eighty percent of success is showing up.” Unfortunately this cannot be taken for granted in the world of branded content, even though many brands pay for the privilege of showing up in movies, TV programs and video games.

Branded Content: More Than Just Showing Up

Nigel Hollis

Brands have been appearing in movies and television shows for decades. Now, however, as advertisers struggle to engage the attention of today's over-marketed consumers, they are looking with renewed...

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