Branded entertainment sounds lovely until someone remembers it still has to sell something. Virtue Worldwide President Kerry Tucker joins shots Co-Editor Jamie Madge to discuss the agency’s Vice-born “renegade spirit”, why making people feel something matters, and why entertainment for entertainment’s sake is not much use if it has no connection to the brand or business problem.

Tucker also talks about persuading clients to take entertaining risks, turning an entire toy catalogue into a shoppable diss track, and why creator talent should amplify an idea rather than be the one fragile thing holding it all together.