Advertising and entertainment have long enjoyed a mutually beneficial relationship. But in our new on-demand world, things have gotten complicated. As all-access entertainment took over our lives, we stopped politely tolerating brand-funded interruptions. One format at a time, we became subscribers, bingers, watchers, podcasters aficionados, dual-screeners, and super-streamers. If it doesn’t command our attention, it’s on to the next. So how do brands survive in the gladiator battle of entertainment and eyeballs?
Step 1: Think and act like originators of entertainment rather than trustees of marketing.
From the agency that created Carlings adDRESS_the_Future, Google Chrome’s Don’t Be a Browser, the Weedmaps Museum of Weed, and Q, the world’s first genderless voice, Virtue, the creative agency born from VICE, will be joined by colleagues across VICE's network to discuss the democratization of content, its effect on marketing, and the increasingly blurred lines between entertainment and advertising.