Attention has become a scarce resource – a recent study found that only one-third of adverts get the audience's full attention.
Where possible, people will skip ads or look away. As a result, brands are increasingly fighting for crumbs. This new emphasis on grabbing consumers' attention is putting a greater emphasis back on creative teams and their ability to tell stories. In other words, the goal is to create content audiences watch because they want to, not because they can't skip it.
As brands are increasingly shifting focus from traditional advertising to entertaining original programming, ESCP's Creativity Marketing Center (CMC) is delighted to invite you to a panel discussion on the latest in branded entertainment initiatives. On this occasion, we are hosting three experts on the topic, who will discuss the latest in theory and practice on entertainment and culture marketing and how brands can navigate entertainment to leverage their intellectual property and partnerships.
How to Attend
The conference will take place at ESCP Business School's London Campus at 6.30pm GMT on Tuesday, 31st January 2023. The event is open to Students, Alumni, Staff, Professors and external guests. Attendance is free of charge. To secure your place, please click here.
This event will also be livestreamed on YouTube. Sign up here
About our Speakers
- Samantha Glynne is the European lead for UTA Entertainment and Culture Division, responsible for creating entertainment opportunities for brands across the region. She is based in London but drives branded entertainment activities for UTA in multiple territories. Prior to this role, Samantha was the Global SVP of Branded Entertainment at giant production Fremantle where she overlooks brand partnerships with global advertisers across its key television properties such as Idols, Got Talent and The X Factor. Samantha has worked in the branded entertainment space for production companies and advertising agencies for many years.
She launched The Audi Channel in 2005 for All3Media and went on to be Managing Partner and Director of Channels at Publicis Entertainment in London and Paris. She is a key industry figure, having been a judge at Cannes Lions and is a regular panellist at the Festival of Media, Advertising Week, DMexCo and MIPCOM. She is the co-author of the industry textbook The Art of Branded Entertainment and has served as a Board Director for The Women's Prize for Fiction and Screen Yorkshire, as well as being on the Advisory Board of Advertising Week.
- Katharina Stolley is a Lecturer and Doctoral Researcher in the Department of Marketing at the Birmingham Business School, University of Birmingham. Drawing on interpretative methodologies, Katharina's research focuses on marketing in the creative industries and lies at the intersection of cultural production and consumption, branding, marketing communications and ethics. She examines how advertising content blurs the line between entertainment and marketing communication in branded entertainment formats. She analyzes how practitioners create and navigate through these new branded modalities and uncovers some of the hidden, deceptive practices inherent within them.
Prior to joining the University of Birmingham, Katharina worked as an Associate Lecturer at both Goldsmiths, University of London and London College of Fashion, University of the Arts. She has also worked as a Research Assistant at Goldsmiths, the University of London, within the Institute of Management Studies on a project investigating mobile payments and real-time marketing funded by Innovate UK. In terms of her professional practice, Katharina worked in marketing in the film and music industry as well as in the hospitality and skincare industries. She completed her vocational training in a talent agency as a Merchant for Audio-Visual Media.
- Finola Kerrigan is a Professor of Marketing in the Department of Marketing and Deputy Dean at Birmingham Business School, the University of Birmingham, where she teaches and researches marketing and consumption. She has published her research in a range of international journals, edited collections and is the author of Film Marketing (2010/2017). Drawing on a range of qualitative and creative research methods, Finola has researched subjects on branding, digital identity, ethics and the incorporation of new technologies into marketing practice and how this impacts consumers.
With a specific focus on researching the cultural and creative industries, Finola centers the arts both in terms of arts-based methods and as a context for her research as well as her academic research, which the ESRC, EPSCR, British Academy and a range of charitable organizations have funded. Finola has completed several industry research projects in collaboration with public bodies and commercial companies.