Branded Entertainment

Book excerpt: “Native advertising, advertorials, paid content, brand placement…we all know that marketers are becoming content publishers. But how do all of the deals get done and what are the opportunities to be leveraged? Valero does a masterful job of explaining how to expertly maneuver within this burgeoning marketplace.” —Alvaro Saralegui, Media Consultant to the NFL, formerly Advertising and Marketing Director at Sports Illustrated “Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals is an immersive look at the elements of and players involved in a successful branded entertainment initiative. In this practical guide, Valero provides an in-depth understanding of the branded entertainment business written in a conversational tone that is easily understood by both novice and expert alike. She clearly demonstrates a high level of expertise held by few in this newly emerging blended advertising field, and provides the reader with beneficial insight by walking through the detailed steps necessary for such branded entertainment deals to come to fruition.” (The full review can be seen in the July 2015 edition of TheJournal of Brand Strategy) —Stacy Jones, CEO Hollywood Branded Inc. “Evolving techniques for bringing content to fruition have made many media business models obsolete. If you are in entertainment or advertising, Valero’s strategies for monetizing content while enhancing entertainment value and preserving brand integrity are invaluable.” —Margaret Gilmore, VP, Disney Interactive Our media options have increased and evolved more in the last decade then over the last century. This evolution affects all aspects of our lives and, more specifically, has forever altered how consumers interact with the brands vying for their attention on all types of media outlets. In today’s world, a brand cannot just preserve the status quo but must be positioned correctly within a tumultuous world of options for both advertisers and consumers. One of the big questions for a brand manager is whether to place the brand inside content that’s created exclusively with the brand in mind? This is the idea behind Branded Entertainment (BE). It is not product placement but a concept where brands and solid, entertaining content become truly intertwined. This book provides a thorough and practical understanding of the BE business including when it makes sense and when it doesn’t. It explains the roles and thought process of all parties involved in a potential deal: the brands, the networks, the content producers, and the ad/marketing agencies. Branded Entertainment outlines the many different scenarios that could surface in these arrangements depending on who leads a deal and who accepts production costs. It summarizes the do’s and don’ts of this business and gives the reader a checklist of things to keep in mind when at the deal table.