LAS VEGAS, USA – At this year’s London International Awards (LIA) Peter Khoury, Regional Chief Creative Officer of TBWA\Asia and CCO of TBWA\Singapore and Jury President of the Branded Entertainment and Branded Content category, highlighted the growing power of branded content and entertainment in shaping the industry’s future. He sat down with adobo magazine after the jury session at the Encore Hotel in Las Vegas.
Work that sets the standard
Reflecting on this year’s entries, Peter notes that the most outstanding work offered a glimpse into the future, showcasing flawless execution, exceptional craft, and compelling storytelling. In the realms of branded entertainment and branded content, he observes a shift away from interrupting audiences with traditional advertising. Instead, the most successful content now draws audiences in, providing experiences so captivating that people actively seek them out or are willing to pay for access. The standout entries were those that not only predicted future trends but also delivered innovative storytelling formats. While these approaches may not yet be widespread, Peter anticipates that such methods will become increasingly prominent in years to come.
“The work that won Gold really set itself apart,” he told adobo magazine exclusively in an interview in Las Vegas. “It gave us a glimpse of the future, while also delivering exceptional craft and storytelling. In branded entertainment and content, it’s not about interrupting an audience anymore. It’s about creating something so compelling that people will actively search for it, or even pay to experience it.”
Shifting the role of brands
Peter highlights the ongoing evolution of branded content and entertainment, emphasizing that the category improves every year and represents the future of the industry. Brands that excel are those whose content invites audiences to seek them out, resulting in a disproportionate share of attention and market presence. Success in this space requires bold, engaging content that communicates a clear point of view and delivers provocative, meaningful stories tailored to a thoroughly understood audience.
“This category is the future of our industry,” Peter explained. “The brands that succeed are the ones creating bold, engaging content with a clear point of view. It’s not about being provocative for the sake of it. it’s about being meaningful for the brand, and meaningful for the audience.”
He stresses that effective content is not bold or provocative merely for the sake of it, but is designed to be meaningful both for the brand and its audience. Brands that invest in understanding their audience in detail create content that is far more compelling and impactful as a result.
Defining branded entertainment and branded content
Peter distinguishes between branded entertainment and branded content. Branded entertainment, while still promoting a product or service, does so in a way that audiences are willing to pay or actively seek out the experience. In contrast, branded content focuses on creating brand-related work that may interrupt audiences through strategic media placements but is not primarily about direct product or service promotion.
“Branded entertainment is when the audience is willing to pay money or search for it,” he said. “Branded content is more about creating brand work that can be seen through media strategies—it’s less immersive but still impactful.”
This distinction highlights the shift from interruption-based advertising to content that resonates and engages audiences on a deeper level.
Standout campaigns and their impact
Among the entries Peter evaluated, two campaigns stood out. In branded entertainment, The Final Copy of Ilon Specht, a cinematic tribute by McCann and director Ben Proudfoot for L’Oréal Paris. The L’Oreal documentary, focused on the origin of the iconic line “Because I’m worth it”, was particularly remarkable.
Peter describes the documentary as meaningful and endlessly watchable, embodying the essence of branded entertainment.
“It was fantastic—so meaningful you could watch it over and over,” he said. “That four-word feminine manifesto gave L’Oréal incredible depth and opened new space for authentic storytelling, moving beyond the superficial.”
The documentary revisited the depth and significance of the four-word feminine manifesto, offering L’Oreal new opportunities for authentic storytelling that moves beyond superficial messaging.
In branded content, Peter singles out Apple’s Submerged campaign created by TBWA\Media Arts Lab, Apple’s dedicated global creative agency. The campaign was a scripted film for the Apple Vision Pro headset, directed by Academy Award-winning filmmaker Edward Berger.
A branded content piece that broke new ground in narrative style.“That way of storytelling had never existed before,” Peter noted. “Apple does it year after year, pushing the benchmark. ‘Submerged’ is a sign of the future of how audiences will experience content.”
He credits the team at TBWA\Media Arts Lab for consistently pushing creative boundaries and setting new benchmarks for the industry.
These standout campaigns represent the future direction of branded content and entertainment, illustrating how brands can create immersive and meaningful experiences for audiences.
From his perspective on the jury, Khoury believes branded content and entertainment will only grow in importance as brands shift from advertising that interrupts to content that immerses.
“The future belongs to brands that understand their audiences deeply and create work worth seeking out,” he said, “That’s where the magic happens.”
About Peter Khoury
Peter’s career began at TBWA\Hunt Lascaris in 2000, where he launched the global campaign for the BMW 6 Series. He contributed to award-winning campaigns at TBWA\Chiat\Day Los Angeles and was instrumental in founding Metropolitan Republic, leading the celebrated “Ayoba” campaign for MTN at the 2010 FIFA World Cup. Returning to TBWA\Hunt Lascaris as CCO in 2014, Peter guided the agency to multiple accolades, including South Africa’s Best Individual Agency and a Cannes Lions Regional Agency of the Decade Runner-up distinction.
Peter has held leadership roles on key industry committees, including the Creative Circle, Loeries Committee, Facebook EMEA Creative Council, and advisory boards for Growth Ten and AAA School of Advertising. He was the Creative Circle Chairperson from 2018 to 2020, modernizing the organization during his tenure.
In 2022, Peter was appointed CCO of adidas worldwide at TBWA\Neboko, successfully launching the “You Got This” brand platform. In 2024, he transitioned to TBWA\Asia and TBWA\Singapore to elevate creative output and mentor emerging talent, also serving as interim CCO for Hilton North America/Global at TBWA\Chiat\Day NYC and leading the brand’s “For the Stay” refresh.
Outside advertising, Peter launched the clothing and lifestyle brand Zero One One and has contributed as a creative and marketing consultant in film and television.
