Diageo VP of entertainment marketing: 'You have to understand your brand's role in the culture'

At Advertising Week XII, Dan Sanborn answered questions about Johnnie Walker's tie-in with the "Entourage" movie. How much trust is too much?

NEW YORK — At Advertising Week, Campaign US editor-in-chief Douglas Quenqua asked Diageo vice president of entertainment marketing Dan Sanborn about the crossover between Hollywood and branding, and what to do if your brand isn't as cool as Johnnie Walker or Guinness.