A special, première release of this groundbreaking book on the art of advertising and brand management to coincide with the 2018 Cannes Lions International Festival of Creativity.
A collection of essays from jurors on the 2017 Lions Entertainment award. Drawing on years of experience and expertise, working for brands such as Mini, Coca-Cola, Lego, Google, Skype and Intel and for media and advertising giants such as Bartle Bogle Hegarty and Media Com, the contributors provide a fun and far-reaching study of the evolution of branding and the future of advertising.
Live television viewing is decreasing as audiences choose to stream television shows and films via catch-up, You Tube, Netflix, i Tunes and other digital platforms. With that shift, intrusive commercial advertising breaks are quickly losing their power as the leading way in which brands communicate with viewers.
For the past five years the Cannes Lions international Festival of Creativity has been grappling with how the entertainment and marketing worlds can collaborate in fresh and innovative ways, rather than unsophisticated product placement. In 2017 twenty specialist jurors considered a wide range of ideas submitted in the relatively uncharted category of branded entertainment, regarded by many as the future of advertising. For days they deliberated on what made an entry more or less successful. This book conveys their comprehensively debated conclusions in a series of stimulating essays authored by each juror.
Contributors to The Art of Branded Entertainment: Monica Chun, President of PMK.BNC; Jules Daly, president of RSA Films; Ricardo Dias, CMO of Anheuser-Busch In Bev's Grupo Modelo in Mexico; Samantha Glynne, Global Vice President of Branded Entertainment at TV production giant Fremantle Media; Carol Goll, ICM Partners Global Head of Branded Entertainment; Gabor Harrach, the New York-based film and TV producer and former Head of Entertainment Content at Red Bull Media House; Marissa Nance, Managing Director for Multicultural Content Marketing & Strategic Partnerships at Media Superpower OMD; Toan Nguyen, partner at Jung von Matt/SPORTS; Luciana Olivares, CCO of Latina Media in Peru; Marcelo Páscoa, Head of Global Brand Marketing at Burger King; PJ Pereira, Founder and Creative Chairman of Pereira O'Dell; Misha Sher, Vice-President at Media Com Worldwide; Pelle Sjoenell, Bartle Bogle Hegarty's Global Chief Creative Officer; Tomoyo Suzuki, CEO of Stories International; Jason Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML.
A propos de l’auteur
PJ PEREIRA (b. 1973, Rio de Janeiro) is co-founder of advertising agency Pereira O’Dell, where he has worked with brands such as MINI, Coca-Cola, LEGO, Google, Skype and Intel. In 2017 he served as the president of the jury of the ‘Entertainment’ award at the Cannes Lions Festival of Creativity. In Branded Entertainment he brings together the experience and wisdom of fourteen fellow jurors, working on creative campaigns for companies such as Anheuser-Busch, Burger King, Red Bull Media and creative firms such as Media Com and Bartle Bogle Hegarty.
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