OgilvyEntertainment’s Abby Marks’ recent contribution to MIPBlog focuses on Nike and Casey Niestat’s “Make It Count” video. Marks emphasizes the importance of authenticity and collaboration in the production of branded entertainment.

PR stunt or not, Nike and Casey Niestat had our collective attention approximately three weeks ago when the story broke that a film-maker had gone rogue. According to the tale, Niestat took an entire budget from Nike and instead of producing a spot, spent it on a 10-day trip around the world with his buddy Max. The trip garnered enough footage for ten feature films, which the duo cut into a short film based on the brand positioning for the Nike Fuel Band gadget, named “Make It Count”.

OgilvyEntertainment and the Ogilvy Branded Entertainment Assessment Model™ were featured in the MIPBlog today. While MIPTV has been discussing branded entertainment for 5 years, MIPTV 2012 was praised as an event where executives dug deeper into the issues surrounding the industry.

OgilvyEntertainment’s Doug Scott recently contributed an Op-Ed for  Fast Company discussing the changing brandscape, its impact on Branded Entertainment and to announce the creation of Ogilvy’s Branded Entertainment Assessment Model (BEAM), endorsed by Electus and iTV Studio. As marketing budgets are cut each year, brands must justify every dollar spent – OgilvyEntertainment recognizes this need and has offered a solution: BEAM.

Today Custom Content Council’s blog features a Q&A with Abby Marks about our Ogilvy Branded Entertainment Assessment Model™. Check out the interview for an inside look at how the white paper came to life and what it means for the industry.

Making magic, using logic: the Ogilvy Branded Entertainment Assessment Model™ was first presented at MIPTV in Cannes, and can be read here.

Moderator Abby Marks of OgilvyEntertainment began this session by announcing the launch of Ogilvy’s Branded Entertainment Assessment Model (BEAM), a way of gauging your programme objective, creating benchmarks and measuring them as you go.