THE BEST OF BRANDED CONTENT MARKETING

Every major award show now has a Branded Content & Entertainment category...

But still much debate among jurors about the distinction between ads that happen to be long and true branded content platforms...

It’s a bit like trying to explain an elephant to a

blind person. But if you look at what’s actually

winning awards then you’ll see there’s some

agreement about the best work. This

illustrates that juries can see the best

examples even though the award shows have

different definitions.  

JAN GODSK Branded Content Consultant, Serial Juror + Chairman BCMA SCANDINAVIA

“

SO LET’S ASK AWARD JURORS AND INDUSTRY EXPERTS AROUND THE GLOBE

MOST POPULAR AMONG AD INDUSTRY FOLKS

It’s a great piece of storytelling about the human condition that is brilliantly written. It uses a fairy-tale structure about a spellbound protagonist who needs to find true love in order to undo the spell. This kind of universal story telling is more than you’d find in traditional advertising, and that’s what makes it branded content. The product is also brilliantly integrated, and the social film project allows the audience to engage in the creation of the campaign without seeming forced or unnatural.

UROS GORICAN Creative Director & Branded Content Producer PUBLICIS SLOVENIA

“

MOST POPULAR AMONG ENTERTAINMENT INDUSTRY FOLKS

The Lego Movie is entertainment produced by a brand. And it’s great entertainment that’s loved by critics and audiences alike. Lots of people went to the theater to see it. Now they rent it or buy it at home. Or watch it on a plane. And now they’re more emotionally connected to the brand. Now the Legos are a bit more magical. So they buy more Legos. And go to Legoland. Wait, isn’t this Disney’s model? Maybe Frozen is the gold standard…

“

JESSE COULTER Co-Chief Creative Officer, CAA Marketing CREATIVE ARTISTS AGENCY

WHAT IS THE BUSINESS MODEL OF BRANDED ENTERTAINMENT INDUSTRY?

WILL THE MERGING OF ADVERTSING AND ENTERTAINMENT REDFINE THE MEDIA LANDSCAPE?

Pure definition of branded content: it’s content, it’s likeable, it’s creative, it meets brands’ objectives and it’s good enough to get PRIME TIME on a major commercial channel! At Eurobest judging panel we were all asking each other how was that possible nobody had come up with the idea before. This only means that concept is really great and that probably we will see local versions of Brandarit really soon.

IZABELA KURCZEWSKA Head of Entertainment HAVAS SPORTS & ENTERTAINMENT POLAND

“

YOU DON’T NEED BIG BUDGETS AND MOVIE STARS TO ENGAGE AUDIENCES

CONNECTING WITH PEOPLE IS A SOCIAL EXERCISE THAT IS CONDUCTED THROUGH THE MESSY, MURKY CONSTRUCT CALLED CULTURE

It’s the best work P&G have done in a generation

that’s both brilliant creative and strategic work.

It’s touching people because it’s very emotional

and powerful, and insight driven. They’re having a

cultural-level conversation about how we regard

and treat women in the world, and how we want

the next generation to regard and treat women;

and it’s one that the brand is legitimate in having,

and sadly pretty much needed in today’s world.

CHRIS MCCARTHY Programme Manager THE ZOO @ GOOGLE

“

But is this branded content and do consumer care?

THE NEW COOL BRANDS AND THE RISE OF #SOCIALPURPOSE

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consumers are setting a more stringent standard for brands

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Consumers don’t want to make the world a better place.

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WINNING HEARTS AND MINDS

THERE’S A GENERATION WHOSE WINDOW TO THE WORLD IS NO LONGER TV

SMALL SAMPLE OF BRANDED CONTENT & ENTERTAIMEMENT FROM BOBCM.NET

WHAT’S YOUR FAVOURITE?

THE BEST OF BRANDED CONTENT MARKETING

Thank You

@juzzie