ONE Magazine devotes fall issue to branded entertainment

ONE. a Magazine, published by The One Club, has devoted its entire fall issue to branded entertainment and features an interview with Doug Scott, President of Ogilvy Entertainment.

In “Evolutionary Entertainment,” Doug talks about the differences between advertising and branded entertainment and how agencies are adapting to changes in branded content arena. One of the changes, he says, is “that the agencies recognize that their creatives and the resources they have available to them are really in the business of creating intellectual property for their clients and agency.”

He also gives examples of Ogilvy’s branded content work that has achieved amazing results. Its roster of projects include the “Business of Innovation” show for IBM which airs on CNBC, “Digital Cribs” webisodes for CISCO, online programming for Hellmann’s and Bobby Flay and a TV series with DuPont called “Greensburg, Kansas” that aired on the Discovery Channel.

These innovative projects have helped to position Ogilvy Entertainment as a leader in the branded entertainment area. At the inaugural One Show Entertainment awards in October 2008 – launched to celebrate outstanding creative work in the growing genre of branded entertainment – Ogilvy Entertainment came away with five pencils for client work on BP, Dove, IBM, adidas, and for its involvement in the BBC documentary, “David Ogilvy: Original Mad Man.”

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