Saatchi & Saatchi's GUM division has generated its fair share of hot air, but has also notched up some successes. But this week's deal with Atlantic Records takes the venture to a new level (page 6).
Now GUM can offer brands access to proven popular content through tie-ups with artists such as Missy Elliott. The deal takes some of the risk out of branded content for advertisers and allows GUM to create new cross-platform deals by tapping into Atlantic's creative resources. Perhaps now branded content can start to prove that the hype is justified.