FEBRUARY 2011 – At this year’s ADFEST, OgilvyEntertainment President Doug Scott will explain why it is so difficult for brands and agencies to create branded content that is genuinely engaging. Despite this, brands who become successful content producers can generate a higher return-on-investment than traditional advertising, according to Scott.
“Rather than buying the space around others’ stories, today’s brands need to become content producers themselves, capitalizing on their rich histories and strong brand identities to create and own original work,” says Scott. “Done well, the benefits are huge: highly-targeted marketing, greater conversion rates, lower media costs, higher returns on investment. The challenge, of course, is for brands to figure out how to merge the commerce of advertising with that most elusive of arts: entertainment.”
OgilvyEntertainment, based in New York, produces brand-funded entertainment such as "The Business of Innovation" for IBM, "The Invested Life" for TD Ameritrade, and an animated series for Capri Sun. He is also Jury President of the 2011 One Show Entertainment awards, which took place on February 16, 2011. He is traveling to ADFEST to showcase this year‟s winners of the One Show Entertainment Awards.
“I gladly accepted the invitation to present at ADFEST this year since brand funded entertainment in Asia is rapidly emerging and becoming an integral part of marketing communication plans,” says Scott. This is the first time OneShow Entertainment has showcased its winners at ADFEST.
“Branded content has been around for a long time, yet it is still a mystery for many brands and agencies. By inviting one of America‟s entertainment gurus to ADFEST, we want to demystify the art of creating branded content and share some of the trends that are impacting on the industry‟s future,” says Jimmy Lam, President of ADFEST.
For more information please visit www.adfest.com.
