June 2018

A Cannes Lions Jury presents:

The Art of Branded Entertainment, a collection of essays on the future of advertising from some of the biggest names in the industry.

Live television viewing is decreasing as audiences choose to stream television shows and films via catch-up, YouTube, Netflix, iTunes and other digital platforms. With that shift, intrusive commercial advertising breaks are quickly losing their power as the leading way in which brands communicate with viewers. For the past five years the Cannes Lions International Festival of Creativity has been grappling with how the entertainment and marketing worlds can collaborate in fresh and innovative ways, rather than unsophisticated product placement. In 2017 twenty specialist jurors considered a wide range of ideas submitted in the relatively uncharted category of branded entertainment, regarded by many as the future of advertising. For days they deliberated on what made an entry more or less successful. This book conveys their comprehensively debated conclusions in a series of essays authored by each juror.

Edited by PJ Pereira

with contributions by:

Ricardo Dias, Gabor Harrach, Marcelo Páscoa, Monica Chun, Pelle Sjoenell, Luciana Olivares, Misha Sher, Toan Nguyen, Jason Xenopoulos, Tomoya Suzuki, Jules Daly, Marissa Nance, Carol Goll and Samantha Glynne

'An illuminating exploration of the evolving terrain of branded entertainment from the experts themselves - essential reading for industry insiders.' – Philip Thomas, Chairman, Cannes Lions

'The supremacy of interruption-based advertising is over. But what happens next? PJ Pereira and the other experts help us to understand the consequences of this radical shift through The Art of Branded Entertainment... – Dr. Bjoern Asmussen, Senior Lecturer in Marketing, Oxford Brookes University

PJ PEREIRA (b. 1973, Rio de Janeiro) is cofounder of advertising agency Pereira O’Dell, where he has worked with brands such as MINI, Coca-Cola, LEGO, Google, Skype and Intel. In 2017 he served as the president of the jury of the ‘Branded Entertainment’ award at the Cannes Lions Festival of Creativity