Branded Content is a new form of creating an entertainment property, as it involves a new type of creative partnership between content developers, agencies, broadcasters / distributors and brands.
It is co-creation, i.e. the convergence of the marketing trinity:
Content Media Brands.
Branded Content is simply ideas that bring entertainment value to brands and that integrate brands into entertainment.
The idea of Branded Content means taking the philosophy and message of a brand and translating that into entertainment properties that consumers want to engage with such as: films; Television Programmes; Music; Events; Digital Media; Sponsorship and Merchandising.
Branded Content involves coming up with the creative idea together with the brand and the producers. It is an effort of collaboration in order to bring consumers entertainment that they want, in the form that they want it.
Branded content embraces the changes of multiple channels and new technologies.
Creating brand entertainment based on the things that really matter, consumers volunteer their attention.
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