The win-win of branded entertainment

Brands benefit, networks benefit and viewers do too when branded entertainment is done well, so why aren’t we seeing more of it asks Greg Logan in an opinion piece that first appeared in Encore.

Often a branded entertainment project works for the brand but not the channel. Or vice-versa. But when you satisfy the viewer, everyone’s happy.

Last year, consumer goods brand P&G needed to make a connection between themselves and the Olympics to maximize their sponsorship.

As Wieden+Kennedy executive producer Bill Davenport said at the recent Real Screen Forum in New York: “These days with Facebook, Twitter and email, it’s important to have emotional connections that feed your soul.”