By: Dan Levy
Branded entertainment may be hot these days, but the last place you’d expect to find it is sunny, socialist Cuba. In this month’s feature article, our editor travels to Havana to find out what happens when a Franco-Cuban rum brand makes a movie.
Landing at Havana’s José Martí airport…
Doug Scott, president of Ogilvy Entertainment: The Need For Blended Pricing, Embracing Co-Ownership of Ideas. It’s time we found a “way to measure beyond clicks and impressions,” and it’s necessary for clients to push Nielsen and media agencies to work on getting to a solution that more realistically measures integrated campaigns and marketing platforms. Mr. Scott would also like to see clients permit agencies to allow ideas to extend beyond an ad campaign, and let the agency and partners realize the financial upside from licensing, merchandising or exploiting the ideas in other ways.
Continue reading and see what the other experts said…
For the first time ever branded content leaders converged for the inaugural “Branded Entertainment Summit” where a plethora of information was exchanged in and around the ever-growing discipline. Ogilvy’s Global CEO, Miles Young, delivered the Keynote address and provided a unique perspective on the industry as a whole.
Watch the video below to view the entire keynote address and let us know your thoughts in the comments section.
It’s always valuable to take a look at an industry through the eyes of someone who actually works in that industry. Today, those eyes belong to Doug Scott. mipblog reports:
As boss of Ogilvy Entertainment, Doug Scott has a better view than most of how branded entertainment is evolving, in the US and elsewhere in…
Who better equipped to sell and advertise a new reality show than an industry whose primary goal is to sell? Inspired by the success of OgilvyOne’s World’s Greatest Salesperson contest, a new Reality Show was announced yesterday in Cannes using the contest as its premise.
