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Making magic, using logic

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Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the ...

Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.

Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.

At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.

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16 of 6 previous next Post a comment

  • SerenaPark Serena Park at Diamond Ogilvy Nice! 9 months ago
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  • zafarsef zafarsef Thanks for sharing 11 months ago
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  • shugato Shugato Banerjee at Mahindra & Mahindra Limited very insightful 11 months ago
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  • DiegoRomeroParilli Diego Romero, Community Manager at Oruga Films Like 1 year ago
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  • comource comource Finally a easy to follow measurement guideline for branded entertainment! Very good read. 1 year ago
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  • annwillis annwillis Managing Director Spafax Specialized Networks
    Very interesting report, thank you
    1 year ago
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Making magic, using logic Making magic, using logic Document Transcript