SXSW Panel / 3.11.18 :
John Deschner, TBWAChiatDay
John Haber, Giant Spoon
Rupert Maconick, Saville Productions
As audiences migrate to commercial-free streaming platforms, brands must produce innovative content that engages consumers, but rarely do they go beyond ad-driven models and become the entertainment. Rather, they create ‘branded content’ that interrupts entertainment. Panelists will discuss branded content challenges and the financial advantages and opportunities for brands to go beyond ads and lean into entertainment, such as feature-films and series that don’t disrupt with overt branding.