Playing through lines – the secret of success now that we have reached peak content

As part of helping facilitate knowledge exchange between industry and academia, I recently hosted a panel on Branded Entertainment in London that was kindly moderated by The Drum.
The session was kicked off by panelists explaining why Branded Content exists. There was a consensus that it’s a response to the rapidly changing media landscape and how it’s now being consumed – not least by the 100 or so invited advertising students who represent the ‘millennial’ audienc