In a bid to engage those who are switching off from ads, more brands are beginning to act like commissioners - creating and commissioning content that their consumers are actively seeking out. As an industry, branded entertainment is something we are becoming increasingly familiar with. Most of the big changes surrounding this trend over the last few years have resulted in the emergence of editorially-led agencies and production companies who are turning the traditional advertising supply chain model on its head. These new creative shops are using their networks and expertise to approach communication from an audience-first perspective. With fierce debate over the effectiveness of branded entertainment vs a traditional commercial approach, what is the most successful way to create engaging content?


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Constantin Bjerke, founder of lifestyle online video publication Crane.tv and production company and branded entertainment agency Cult, speaks with Juan Manuel Sanchez, VP of Pernod Ricard in Mexico, about the power of audience-first marketing and ground-up production. View Less