‘For brands, the only way to be noticed is to be inside the content’: BEN’s CEO on the evolution of brand integration

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Gary Shenk, chief executive officer at Branded Entertainment Network (BEN), has been on the forefront of brand integration for a number of years — and is clearly bullish on its effectiveness for brands.
In the early days, brands dabbled in brand integrat