Presentation for SUMMIT OBE 2015, a one day Branded Entertainment conference in Milan with insights from leading Italian brands and latest industry research.

1. THE BEST OF BRANDED CONTENT MARKETING

2. Every major award show now has a Branded
Content & Entertainment category...
But still much debate among jurors about the distinction between ads that
happen to be long and true branded content platforms...

3. It’s a bit like trying to explain an elephant to a
blind person. But if you look at what’s actually
winning awards then you’ll see there’s some
agreement about the best work. This
illustrates that juries can see the best
examples even though the award shows have
different definitions.
JAN GODSK
Branded Content Consultant, Serial Juror + Chairman
BCMA SCANDINAVIA
“

4. SO LET’S ASK AWARD JURORS AND INDUSTRY EXPERTS AROUND THE GLOBE

5. MOST POPULAR AMONG AD INDUSTRY FOLKS

6. It’s a great piece of storytelling about the human
condition that is brilliantly written. It uses a fairy-
tale structure about a spellbound protagonist who
needs to find true love in order to undo the
spell. This kind of universal story telling is more
than you’d find in traditional advertising, and
that’s what makes it branded content. The
product is also brilliantly integrated, and the
social film project allows the audience to engage
in the creation of the campaign without seeming
forced or unnatural.
UROS GORICAN
Creative Director & Branded Content Producer
PUBLICIS SLOVENIA
“

7. MOST POPULAR AMONG ENTERTAINMENT INDUSTRY FOLKS

8. The Lego Movie is entertainment produced by a
brand. And it’s great entertainment that’s loved by
critics and audiences alike. Lots of people went to
the theater to see it. Now they rent it or buy it at
home. Or watch it on a plane. And now they’re
more emotionally connected to the brand. Now
the Legos are a bit more magical. So they buy
more Legos. And go to Legoland. Wait, isn’t this
Disney’s model? Maybe Frozen is the gold
standard…
“
JESSE COULTER
Co-Chief Creative Officer, CAA Marketing
CREATIVE ARTISTS AGENCY

9. WHAT IS THE BUSINESS MODEL OF BRANDED ENTERTAINMENT INDUSTRY?

10. WILL THE MERGING OF ADVERTSING AND ENTERTAINMENT
REDFINE THE MEDIA LANDSCAPE?

11. Pure definition of branded content: it’s content,
it’s likeable, it’s creative, it meets brands’
objectives and it’s good enough to get PRIME
TIME on a major commercial channel! At Eurobest
judging panel we were all asking each other how
was that possible nobody had come up with the
idea before. This only means that concept is really
great and that probably we will see local versions
of Brandarit really soon.
IZABELA KURCZEWSKA
Head of Entertainment
HAVAS SPORTS & ENTERTAINMENT POLAND
“

12. YOU DON’T NEED BIG BUDGETS AND MOVIE STARS TO ENGAGE AUDIENCES

13. CONNECTING WITH PEOPLE IS A SOCIAL EXERCISE THAT IS CONDUCTED
THROUGH THE MESSY, MURKY CONSTRUCT CALLED CULTURE

14. It’s the best work P&G have done in a generation
that’s both brilliant creative and strategic work.
It’s touching people because it’s very emotional
and powerful, and insight driven. They’re having a
cultural-level conversation about how we regard
and treat women in the world, and how we want
the next generation to regard and treat women;
and it’s one that the brand is legitimate in having,
and sadly pretty much needed in today’s world.
CHRIS MCCARTHY
Programme Manager
THE ZOO @ GOOGLE
“

15. But is this branded content
and do consumer care?
THE NEW COOL BRANDS AND THE RISE OF #SOCIALPURPOSE

16. cons
than
Consumers don’t want to
make the world a better
place.

17. WINNING HEARTS AND MINDS

18. THERE’S A GENERATION WHOSE WINDOW TO THE WORLD IS NO LONGER TV

19. SMALL SAMPLE OF BRANDED CONTENT & ENTERTAIMEMENT FROM BOBCM.NET

20. WHAT’S YOUR FAVOURITE?

21. THE BEST OF BRANDED CONTENT MARKETING
Thank You
@juzzie