Download or read book A Cannes Lions Jury Presents The Art of Branded Entertainment written by PJ Pereira and published by Peter Owen Publishers. This book was released on 2018-06-14 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 MediaCom, 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, YouTube, Netflix, iTunes 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 InBev's Grupo Modelo in Mexico; Samantha Glynne, Global Vice President of Branded Entertainment at TV production giant FremantleMedia; 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 MediaCom Worldwide; Pelle Sjoenell, Bartle Bogle Hegarty's Global Chief Creative Officer; Tomoya Suzuki, CEO of Stories International; Jason Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML.

Download or read book Branded Content and Entertainment in Advertising written by María Rodríguez-Rabadán Benito and published by Taylor & Francis. This book was released on 2023-06-23 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the adaptation of creative advertising processes in the creation of branded content. The book debates the suitability and acceptability of branded entertainment as an advertising practice, the different degrees of involvement of the brand in creating content, and the brands' mastery of entertainment. It explores the implications that may underpin the practice and discusses the necessary creative elements involved in their successful execution, as well as the effects it has on consumers and audiences. This insightful book will be a valuable guide for academics and upper-level students across marketing disciplines, including advertising, brand management and communications, as well as screenwriting.

Download or read book Brand Culture and Identity written by Information Reso Management Association and published by . This book was released on 2018-05-04 with total page 532 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Black Ops Advertising written by Mara Einstein and published by OR Books. This book was released on 2016-09-01 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment.

Download or read book The Art of Branded Entertainment written by Monica Chun and published by . This book was released on 2018 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: "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 MediaCom, 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, YouTube, Netflix, iTunes 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 InBev's Grupo Modelo in Mexico; Samantha Glynne, Global Vice President of Branded Entertainment at TV production giant FremantleMedia; 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 MediaCom Worldwide; Pelle Sjoenell, Bartle Bogle Hegarty's Global Chief Creative Officer; Tomoya Suzuki, CEO of Stories International; Jason Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML."--ProQuest.

Download or read book Marketing the Arts written by Finola Kerrigan and published by Taylor & Francis. This book was released on 2022-12-20 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: With contributions from international scholars of marketing and consumer studies, this renowned text engages directly with a range of contemporary themes, including: The importance of arts consumption and its socio-cultural, political, and economic dimensions The impact of new technologies, platforms, and alternative artforms on the art market The importance of the aesthetic experience itself and how to research it The value of arts-based methods The art versus commerce debate The artist as entrepreneur The role of the arts marketer as market-maker This fully updated new edition covers digital trends in the arts and emerging technologies, including virtual reality, streaming services, and branded entertainment. It also broadens the scope of investigation beyond the West looking to film in emerging markets such as China, music in Sub-Saharan Africa, and indigenous art in Australia. Alongside in-depth theoretical analysis, this edition of Marketing the Arts takes inspiration from the creativity inherent in current artistic practice to demonstrate a plurality of approaches and methodologies. Marketing the Arts: Breaking Boundaries is core reading for advanced undergraduate and postgraduate students studying arts marketing and management. Online resources include chapter-by-chapter PowerPoint slides and questions for class discussion.

Download or read book Managing Visitor Attractions written by Alan Fyall and published by Routledge. This book was released on 2022-05-31 with total page 498 pages. Available in PDF, EPUB and Kindle. Book excerpt: Visitor attractions represent a complex sector of the tourism industry and are the catalytic focus for the development of tourism infrastructure and services. The third edition of this successful text investigates these issues further and provides more solutions and suggestions for the present and future. Now in its third edition, Managing Visitor Attractions has been fully revised and updated to include new content on increased visitor numbers, new destinations and attractions, social media, overtourism, environmental awareness and the experience economy. The book includes case studies on topics such as overtourism at natural attraction sites, new attraction development in Egypt, dark tourism in Latin America, dementia-friendly attractions, and manging sporting venues as attractions. New chapters include the role of the visitor attraction manager, managing safety and risk, themed attractions and storytelling, and digital marketing, among many others. With contributions from around the world, this is an essential text for undergraduate and postgraduate students of visitor attraction management, written by subject specialists with a wealth of experience in this field.

Download or read book Hey Whipple Squeeze This written by Luke Sullivan and published by John Wiley & Sons. This book was released on 2022-02-23 with total page 423 pages. Available in PDF, EPUB and Kindle. Book excerpt: The new edition of the book readers call the bible for advertising The sixth edition of Hey Whipple, Squeeze This offers a new take on the rapidly evolving industry of creative advertising. Creativity—while critical—is no longer enough to succeed. Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field’s changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional. In this fully updated edition, you’ll explore: How to employ the traditional concepting techniques today’s creatives use, as well as new developments in applied creativity and inquiry-based innovation. How to use emerging technologies and the different technical structures of social media platforms to bring brand stories to life. How to go 180˚ against common sense for ideas that have the potential of becoming viral. How to create the kind of portfolio that will get you a job in the industry.

Download or read book Advances in Advertising Research Vol XI written by Martin K.J. Waiguny and published by Springer Nature. This book was released on 2021-09-01 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world. ​

Download or read book Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape written by Miguélez-Juan, Blanca and published by IGI Global. This book was released on 2023-01-09 with total page 463 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.

Download or read book Engaging Consumers through Branded Entertainment and Convergent Media written by Parreno, Jose Marti and published by IGI Global. This book was released on 2015-04-30 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing provides advertisers and consumers with highly engaging media content that benefits them both. Engaging Consumers through Branded Entertainment and Convergent Media provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields. Featuring information regarding emergent research and techniques, this publication is a critical reference source for academics, university teachers, researchers and post-graduate students, as well as universities, advertising agencies, marketing directors, brand managers, and professionals interested in the usage and benefits of branded entertainment.

Download or read book Advances in Advertising Research Vol XII written by Alexandra Vignolles and published by Springer Nature. This book was released on 2023 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume is a compilation of research presented at the 19th International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2021. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art research on advertising research. This volume is intended to academic, professional and student readership. About the Editors Alexandra Vignolles is Associate Professor of Marketing at INSEEC Bordeaux and currently Dean of Academic Affairs at INSEEC MSc & MBA. Her research addresses consumer behavior, nostalgia and retrobranding. She has published in high-ranked journals. Martin K. J. Waiguny is Professor of Consumer Behaviour and Marketing at the IMC University of Applied Sciences Krems and currently the Academic Head of the university. His research addresses mainly our behaviour with new media like games, social media, and other entertainment formats. Furthermore, he researches children's consumer behaviour. The Journal of Advertising, Media psychology, Young Consumers, Australasian Marketing Journal among others are outlets where this research is published.

Download or read book Branded Entertainment written by Damaris Valero and published by J. Ross Publishing. This book was released on 2014-10-14 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Native advertising, advertorials, paid content, brand placement…we all know that marketers are becoming content publishers. But how do all of the deals get done and what are the opportunities to be leveraged? Valero does a masterful job of explaining how to expertly maneuver within this burgeoning marketplace.” —Alvaro Saralegui, Media Consultant to the NFL, formerly Advertising and Marketing Director at Sports Illustrated “Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals is an immersive look at the elements of and players involved in a successful branded entertainment initiative. In this practical guide, Valero provides an in-depth understanding of the branded entertainment business written in a conversational tone that is easily understood by both novice and expert alike. She clearly demonstrates a high level of expertise held by few in this newly emerging blended advertising field, and provides the reader with beneficial insight by walking through the detailed steps necessary for such branded entertainment deals to come to fruition.” (The full review can be seen in the July 2015 edition of TheJournal of Brand Strategy) —Stacy Jones, CEO Hollywood Branded Inc. “Evolving techniques for bringing content to fruition have made many media business models obsolete. If you are in entertainment or advertising, Valero’s strategies for monetizing content while enhancing entertainment value and preserving brand integrity are invaluable.” —Margaret Gilmore, VP, Disney Interactive Our media options have increased and evolved more in the last decade then over the last century. This evolution affects all aspects of our lives and, more specifically, has forever altered how consumers interact with the brands vying for their attention on all types of media outlets. In today’s world, a brand cannot just preserve the status quo but must be positioned correctly within a tumultuous world of options for both advertisers and consumers. One of the big questions for a brand manager is whether to place the brand inside content that’s created exclusively with the brand in mind? This is the idea behind Branded Entertainment (BE). It is not product placement but a concept where brands and solid, entertaining content become truly intertwined. This book provides a thorough and practical understanding of the BE business including when it makes sense and when it doesn’t. It explains the roles and thought process of all parties involved in a potential deal: the brands, the networks, the content producers, and the ad/marketing agencies. Branded Entertainment outlines the many different scenarios that could surface in these arrangements depending on who leads a deal and who accepts production costs. It summarizes the do’s and don’ts of this business and gives the reader a checklist of things to keep in mind when at the deal table.

Download or read book The On Demand Brand written by Rick MATHIESON and published by AMACOM Div American Mgmt Assn. This book was released on 2010-05-01 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.” Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention...before the audience hits the snooze button.

Download or read book The Art of Successful Brand Collaborations written by Géraldine Michel and published by Routledge. This book was released on 2020-03-04 with total page 270 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.

Download or read book Power Branding written by Steve McKee and published by Macmillan. This book was released on 2014-01-07 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.

Download or read book Branded Content Boss written by Ashiish V Patil and published by Bigfoot Publications. This book was released on with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a world that's drowning in info and starved for attention, connecting with consumers has become tougher than surviving a saas-bahu soap. People are dropping serious cash to dodge or block ads, and the old interruption playbook is as outdated as a cassette player. That's where Branded Content swoops in like a boss. Borrowing the tricks of the entertainment world to turn marketing into a binge-worthy series. Forget just shoving ads in people's faces we're talking about creating content so epic, they'll be hunting it down like it's the last pizza on Earth. We're talking step-by-step insights... To decode Branded Content, covering every type, format and scale. With tools to evaluate, measure, plan and design Branded Content. Featuring case studies of the biggest Global and Indian brands. Exclusive interviews with industry top dogs - Heads of Media, Creative Agencies, Advertising, Clients from Group M, Leo Burnett, Capital Foods and Studios, Creators including TVF, Tanmay Bhat, Ashish Chanchlani. Plus, a ton of resources, templates. Whether you're a Marketer, Creator, Agency Guru, Client, Student or just curious about Marketing, building a brand - this is your shortcut to become a Branded Content Boss!