Tag Archives: doug scott

Where is Brand-funded Content moving?

Check out this Adweek article, “Where Hollywood Meets Reality” quoting our very own President of OgilvyEntertainment Doug Scott. In the article, author Brian Morrissey, discusses how branded content is still struggling to “find its footing.” 

Morrissey discusses how last week at the Onfront NYC gathering, keynote speaker Jordan Levin, CEO of production company Generate, warned his listeners that the entire branded-content ecosystem is at risk.

Doug Scott commented, “The biggest challenge is the total number of producers and creators coming to meet with us. Branded content is not about using the product as prop, its understanding the essence of the brand.” 

To read more about the challenges and success stories in the branded entertainment industry, follow the link above.

 

 

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MIP Blog Features Doug Scott, OgilvyEntertainment

Two weeks from today, key leaders in the global entertainment industry will converge in Cannes for MIPTV 2009, an annual conference expected to bring together more than 14,000 representatives from across the media landscape.

Last Friday, MIP’s official blog featured OgilvyEntertainment’s Doug Scott as a guest writer, allowing him to give an inside look on what to expect from Ogilvy this year as well as his thoughts on brands “owning” versus “renting” entertainment…

 

“As consumers take control of their “time” and watch what they want… when and where they want it… brands must change the relationship they have with the purveyors of entertainment and begin to “own” entertainment instead of just “renting” it.” – Doug Scott

More information on Ogilvy’s presence at MIPTV can be found here.
 


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Video of the Week: From the Vault

 

If you’re an archive sleuth and an avid TWEED reader, you might have seen our December post on branded entertainment, declaring: “What’s Old is News Again.”

In the featured article, Doug Scott cites in-show advertisement for Philip Morris on “I Love Lucy” as early as the 1950’s.

But the cigarette brand was also featured on other popular television shows (“The Flintstones,” for example)…

It seems we owe Philip Morris cigarettes a bit of a salute as an early pioneer of branded entertainment.

What do you think: Did product integration go beyond cultural influence in this case (with an estimated 48 million American smokers today, alongside all of the implications of cigarette smoke on health)—perhaps to its detriment?
 

 


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Welcome to TWEED, the OgilvyEntertainment blog (and a favorite fashion of our founder David Ogilvy)

As a leader in the branded entertainment industry, our vision for TWEED is simple: to provide an open and engaging forum to discuss the current business challenges and marketing trends. 

 

Each week insightful posts across a wide array of topics, from brand-financed production, business case studies, and consumer research trends will be featured.

 

In addition, you will find:

- Top Media Stories of the Month

- Video of the Week

- Market Trends

- Guest Blogs from Industry Experts

 

Please join our Facebook group to receive weekly updates on new posts and other activities.

 

Our insights woven together with your thoughts will define the future of our industry.

 


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Doug Scott: How Branded Entertainment is Holding Up Amid Recession

“Madison & Vine recently spoke with [Doug Scott, President of OgilvyEntertainment,] to find out where branded entertainment is prioritized in clients’ budgets for 2009; what’s happening with the evolving metrics model; and why product placement should no longer be the focus of advertisers’ branded-entertainment strategies.” 

 

Click here to view Andrew Hampp’s interview with Doug Scott last week.

 

This week, we will be posting more details exploring the increasing pressure on CMOs and agencies to address ROI accountability as well as OgilvyEntertainment’s approach to measurement.


Stay tuned!

 

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