PJ Pereira to debut “The Art of Branded Entertainment”


By thesanfranciscoegotist / /

In what is being billed as the first book ever written by a Cannes Lions jury, The Art of Branded Entertainment is an exploration of what makes compelling entertainment content. Edited by Cannes Lions 2017 Entertainment Jury President PJ Pereira, and featuring a collection of essays contributed by jurors, the book will be available worldwide as a special digital pre-release and at retailers worldwide on October 4, 2018.

The Art of Branded Entertainment delves into the wide range of entries submitted to the annual Cannes Lions Festival of Creativity by thousands of agencies worldwide

“There is an entire generation who has never seen a commercial break until recently. They have been educated to believe they can choose what they watch, and they are right,” said editor and Jury President PJ Pereira. “The idea of return on investment is changing. We were trained to ask if an idea was worthy of the company’s money. Now we need to learn to answer if it is worthy of consumers’ time too,” he adds.

“The supremacy of interruption-based advertising is over,” says Dr. Bjoern Asmussen, Senior Lecturer in Marketing, Oxford Brookes University. “But what happens next?” he asks. “PJ Pereira and the other experts help us to understand the consequences of this radical shift through The Art of Branded Entertainment.”

To celebrate the release of The Art of Branded Entertainment, contributors Samantha Glynne, Gabor Harrach and Marcelo Pascoa will host a panel during Cannes Lions 2018, on “15 Things We Learned about Branded Entertainment.” The 30-minute discussion, taking place at 10:30 am on Wednesday, June 20, at the Spotlight Stage in Palais II, will bring the 2017 Branded Entertainment Jury members back together for their first collective appearance, for the first ever book by a Cannes Jury, to discuss what they learned. Editor PJ Pereira and other contributors will also be on-hand at the book launch party on Tuesday, June 19 from 7:30-9:30pm at 35 Blvd De La Croisette in Cannes. For more information visit The Art of Branded Entertainment.  

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