By now you’ve likely heard that Disney’s much-anticipated big-screen adaptation of The Lone Ranger starring Johnny Depp has been put on hold, owing to spiralling budget estimates in the order of a projected $250m cost. Perhaps they should have talked to a few brands to bridge the gap? In 1928 Merita Breads brought The Lone Ranger’s stirring radio adventures to the South for the first time. Then in 1949, Merita again became the first advertiser in the South to sponsor a network television program when it helped beam the broadcast version of the show too. Perhaps their existing marketing budget wouldn’t cover the big screen version but surely their PR company should be having some opportunistic fun with this? Perhaps one of them could call Director Gore Verbinski and offer to put some more bread on the table?

In partnership with IBM, OgilvyEntertainment have successfully blended Branded Content with the Fourth Estate to create a new practice known as Brand Journalism.

In piloting this approach we purposely identified timely “new news” stories that also included a compelling contribution from IBM. Our research led us to Smarter Electricity Grids and Electronic Health Records; two…

Over the past couple of weeks an 8 minute Nightline report has been doing the viral rounds. The video details Salma Hayek’s work with Pampers and UNICEF. The One Pack = One Vaccine campaign works to provide tetanus vaccinations for mothers in developing countries.

The clip naturally spawned cooing thread…

 Our popular web series “Digital Cribs” got schooled last night.

The original entertainment effort created by OgilvyEntertainment on behalf of Cisco, expanded its format from professionally created videos to include a "College Edition" series. NYU students from the Stern School of Business ("The Producers") and the Tisch School of the Arts ("The…

sIn the world of web video, 3 minutes is seen as the magic number—the default length producers presume people are prepared to sit through. In the November 2008 “Screens Issue” of the New York Times Magazine, Kevin Kelly made mention of this common denominator, asserting that “ever-present screens have created an audience for…