theWork theCraft theTalent theInspiration theNews theInsight theShowcase theFocus

The Branded Entertainment Focus

Short-form, long-form, educational and unmissable; check out how brand-backed content has evolved, in this series of articles.

Insight

Gorilla tactics: The evolution of branded entertainment

From drumming up good business for Cadbury Dairy Milk to the genius of Lord and Miller’s The Lego Movie, branded entertainment has come a long way since P&G put the ‘soap’ in ‘soap opera’, as Rich Johnson reports.

Craft

On Reflection: The Unquiet Film Series

From the dangers involved in war reporting to the sharp edge of satirical cartoons; from the need for a questioning nature to the power inherent in words on a page, The Unquiet Film Series for The Times and The Sunday Times looked at it all, and a lot more, over its collection of mini-docs.

Insight

Welcome to the era of attention on demand

Jon Hamm, CEO of entertainment company Free Turn, says that with consumers having their choice of entertainment on tap and with their demand for content increasing, advertising companies need to think as much about the audience as they do about the brand.

More From The Focus
Unlock the full power of shots with a Sourcemembership

See full credits for all work featured and have instant access to the world's most powerful and comprehensive advertising database.

Learn More