Entertain or Die?

With interruptive marketing in decline, entertainment a.k.a. branded entertainment a.k.a. branded content has been much lauded as an alternative, but the relationship between brands and entertainment hasn’t always been an easy or successful one. We explore the who, what, when, where, how and why of brands moving into entertainment, with perspectives from BBH Global ECD Pelle Sjoenell, BBH London ECD Anthony Austin, BBH LA Head of Strategy Agathe Guerrier, Head of Entertainment William Swann and strategy director Melanie Arrow.