Making magic, using logic: The Ogilvy branded entertainment model

This paper describes a model for planning and measuring the effectiveness of branded entertainment and content marketing.

Making magic, using logic: The Ogilvy branded entertainment model

Abby Marks, Eddie Burns and Olivia Rzepczynski OgilvyEntertainment

Overview

Advertising has never been more fun. The entertainment industry is booming, and brands are getting in on the action, investing an increasing share of marketing dollars into branded entertainment ("BE") programs. There is a tangible excitement about t