Today we are experiencing a behavioral shift of the consumer driven by disruptive innovation. In this fragmented landscape, it is more difficult than ever for brands to rely on traditional means to reach their audiences. Branded entertainment provides an opportunity for companies to develop original content and engage with audiences in ways that capture their imagination and provide them with utility. In a recent interview with Forbes, Doug Scott explains why branded content is more important now than ever before and posits what the future may hold for brand storytelling. The article also highlights insights gleaned from OgilvyEntertainment’s white paper Making magic, using logic: the Ogilvy Branded Entertainment Assessment Model™ (BEAM™), a first-ever strategic approach for measuring the effectiveness of branded entertainment programs. Read the article on Forbes.com here: http://www.forbes.com/
