Friday, February 10th, 2012
ONE?a magazine published by The One Club?has announced that it will devote its entire fall issue to branded entertainment. Headlining the cover is Ogilvy Entertainment president Doug Scott.
In the article titled ?Evolutionary Entertainment? Doug talks about the differences between conventional advertising and branded entertainment. The article also discusses how ad agencies are reacting to this new trend, saying that branded entertainment is a new ?intellectual property? for marketers and brands.
Doug also gives examples of Ogilvy?s branded entertainment projects, which have achieved exemplary results. The list includes: IBM, CISCO, Bobby Flay, and Discovery Channel.
These projects have helped establish Ogilvy Entertainment?s position in the branded entertainment arena. During the One Show Entertainment awards last October, Ogilvy took home five awards for its work on the accounts of BP, Dove, IBM, Adidas, along with the company?s tie-up production with a BBC documentary titled ?David Ogilvy: Original Mad Man.?
