This study explores the field of branded entertainment in three white papers. The first document – The Branded Entertainment Landscape – was primarily an introduction to the terminology and practices of the industry today. In the second paper, Branded Entertainment: The Canadian Experience, we explore the peculiarities of the Canadian context for branded entertainment
In this paper, The Future of Branded Entertainment, we turn to the global marketplace and explore the ‘blue sky’ potential of branded entertainment. Through interviews with thought-leaders in the branded entertainment space, we asked the questions, What does the future look like? Where is branded entertainment headed? And, as in previous White Papers, we examine the observed trends through a presentation of outstanding case studies. This final White Paper on Branded Entertainment seeks to tease out the big innovators and trends to help producers begin to develop strategies for participating in this new marketplace.