A Cannes Lions Jury Presents: The Art of Branded Entertainment - Softcover

PJ Pereira; Monica Chun; Jules Daly; Ricardo Dias; Samantha Glynne; Carol Goll; Gabor Harrach; Marissa Nance; Toan Nguyen; Luciana Olivares; Marcelo Páscoa; Misha Sher; Pelle Sjoenell; Tomoyo Suzuki; Jason Xenopoulos

Softcover

ISBN 10: 0720620589 ISBN 13: 9780720620580

Publisher: Peter Owen Publishers, 2018

Synopsis

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; Tomoyo Suzuki, CEO of Stories International; Jason Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML.

About this title

Review:

'An illuminating exploration of the evolving terrain of branded entertainment from the experts themselves - essential reading for industry insiders.' --Philip Thomas, Chairman, Cannes Lions

'This book cuts to the chase. The supremacy of interruption-based advertising is over. But what happens next? We are entering the new age of branded content. PJ Pereira and the other contributors help us to understand the consequences of this radical shift through "The Art of Branded Entertainment". You will probably not agree with everything you read in this book but you will definitely find some new insights. If people don t choose to engage voluntarily with your brand your marketing is doomed. Learn from some of the leading experts in the field how to get the creativity, context, and commerce right. An inspiring and thought provoking read.' --Dr Bjoern Asmussen, Senior Lecturer in Marketing, Oxford Brookes University

About the Author:

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 MediaCom and Bartle Bogle Hegarty.

About this edition

• Publisher: Peter Owen Publishers
• Publication date: 2018
• ISBN 10: 0720620589
• ISBN 13: 9780720620580
• Binding: Paperback
• Number of pages: 320
• Editor: PJ Pereira