Smart money: A pivot point for product placement

The second of three #BENtalks films from Campaign and Branded Entertainment Network

Since Jules Verne gave shout outs to real shipping and transport companies in his 1873 novel, Around the world in 80 days, branded integrations have come a long way. Today, with the myriad disruptions to traditional ad models, there's fresh impetus behind brand integration as companies search for more authentic and surefire ways to connect with audiences.

Campaign brought together thought leaders in advertising and content during Cannes Lions 2016 to discuss new opportunities for brand integration. What's new and where are we headed?

Part 2 here. Coming soon: Part 3.

Missed Part 1? View it here

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1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

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