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Media: Double Standards - Brand entertainment could never replace ads.(Interview)
Branded content is seemingly the new black and everyone wants to get in on the act. Two experienced hands talk about how to make the most of the new opportunities.
CODY HOGARTH - HEAD OF COMMERCIAL PARTNERSHIPS, ENDEMOL UK
- Why do you think that you, rather than your competitors, are best-placed to create brand entertainment?
Being the biggest independent, we have better relationships with broadcasters, as we have done more work with them. They are more relaxed with us and there's no uncertainty about the end product.
- What brand entertainment project are you most proud of? And why?
A project we're working on with ITV about children and sport. It's getting children out and about and so tackles the obesity issue. I'm just proud of it because it's doing this.
- Is there a specific client or sector that you think would really benefit from brand entertainment?
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