Branded Entertainment

“Ms. Valero’s experience helps demystify a concept that is imperative to master in today’s marketing and media world. She lays out what you need to know, who to involve, and how to structure the right type of deal. No doubt reading this book will help make you an expert in no time.”

—Lia Silkworth, EVP, Managing Director, Starcom Media Vest Group


“Branded content has become even more important in today’s fragmented media landscape. Today’s viewer has more options than ever when consuming their media whether they watch content on their TV, laptop, or mobile device. This book offers a one-of-a-kind look at how to make a Branded Entertainment deal happen. I strongly recommend it for all involved in the process.”

—Billy Walker, Media Director, Anheuser Busch


About the Item


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.


Key Features


• Demystifies the concept of Branded Entertainment and separates what truly belongs in a BE deal and what does not
• Provides a context and “rules” for BE deals which have not been defined in the current media business environment
• Outlines deal parameters and considerations for brands, networks, ad agencies, and content producers (both in-house and independents)
• Describes the team that should be built by each party so the sides reach profitable agreements that meet the goals of all the players
• WAV offers a downloadable PowerPoint presentation on Branded Entertainment and sample documents on deal structure and a contract template — available from the Web Added Value™ Download Resource Center at www.jrosspub.com