The brave new world of brand entertainment | Marketing in the age of outrage

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Campaign Sunday Supplement April 23, 2017

In-depth reads from across Campaign, covering brands, agencies and media Brand entertainment is entering a brave new world Al MacCuish The entertainment and marketing industries are on the verge of phenomenal integration and change. Everyone could learn from the spirit and entrepreneurialism of Red Bull, says Al MacCuish, co-founder and chief creative officer, Sunshine. Marketing in the age of outrage Joe Wade There can be value in offence for those brands that use extreme messages to cut through, make waves and create consumer conversations, writes Don't Panic MD and co-founder Joe Wade. Entertain or die: marketing lessons from Hollywood Pelle Sjoenell People pay for entertainment, but also pay to avoid ads; Pelle Sjoenell, BBH worldwide chief creative officer, explains what brand marketers have to learn. Connecting the dots: How Refinery29's creative chief stays inspired Brittaney Kiefer Techniques such as improv and word association are all part of Refinery29's quest to seek inspiration from far and wide, its creative chief tells Brittaney Kiefer. Stefan Sagmeister believes beauty is making a comeback John Tylee From carving words on to his body to bingeing on junk food, Stefan Sagmeister's work is as striking as it is unsettling. He talks to John Tylee about his approach ahead of his appearance at the D&AD Festival. 'Good stories can change your life', says Birdman writer Kate Magee Armando Bo, whose script won an Oscar for Birdman, tells Kate Magee why brands should invest in longer, more meaningful content. What you can learn from resistance marketing Helen Edwards All marketers can learn something by working in 'resistance' categories. Game-changing creativity requires a leap in the dark Colleen DeCourcy Unpredictable, risky, raw - this is what creativity at its best looks like. A view from Dave Trott: Sniffing out the problem Dave Trott Every year, 4,000 people are killed by landmines. How Knorr's 'Love at first taste' bonded the brand with millennials Rebecca Morgan Millennials' love of bonding over food while flirting online provided Knorr with an opportunity to be part of this interaction, and reposition its brand, driving emotional engagement and earned exposure. By Rebecca Morgan, managing partner, strategy, MullenLowe London The marketing industry needs more polymaths Craig Mawdsley The industry needs more Brian Enos - people who can do it all. A common goal: Why EE teamed up with YouTube for football sponsorship Sam Mikkelsen When EE wanted to drive awareness of its flagship Wembley Stadium sponsorship and align it with a BT Sport launch among the hard-to-reach millennial audience, it turned to YouTube to bring all those strands together. By Sam Mikkelsen, industry manager, Google Promoted Create your own energy Richard Buchanan, The Clearing Imagine, innovate, inspire, express... just what is the elusive force that is creativity? Richard Buchanan, managing director and founder, The Clearing, on what creativity means to him If you are enjoying this bulletin, subscribe now to get even more news, analysis and insight from Campaign, including unrestricted access to campaignlive.co.uk. Click here for subscription options from just £37 a quarter. Campaign Jobs Account Director - Design & Innovation Consultancy Up to £55,000 + attractive bens package Ann Sharman Recruitment, London (Central), London (Greater) Lead Digital Designer/Head of Digital £50-£60k Eden Marsh, London (Central), London (Greater) Head of Employee Engagement Research £50000 - £55000 per annum + bonus and benefits Elizabeth Norman International, West London, London / Manchester, Greater Manchester Product Marketing Manager (Financial Services) £40000 - £45000 per annum Regan & Dean Recruitment Limited, Central London, London / London, City of London / London Planning Director- integrated communications £65 - £80000 plus large company benefits Rare Selection, London (Central), London (Greater) Director of Marketing & Communications Competitve + Benefits Chubb, London (Greater) Director of Brand and Public Fundraising Circa £75,000 per annum Leonard Cheshire, London (Central), London (Greater) B2B Account Manager £competitive + Benefits Bray Leino, Filleigh, North Devon Senior Creative Strategist Competitive Package + Benefits Retail Week, London (Central), London (Greater) DIRECTOR – BRAND & INNOVATION NYC Competitive Butterfly London, New York City, New York

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