Seamless, organic brand integration remains an elusive pursuit. But a panel discussion Wednesday at Promax/BDA North America 2008 here produced a simple by-law for advertisers and content creators looking to successfully marry advertising and programming: start early.
Titled “Building Business Through Brand Integration,” the panel brought together executives from the network, advertising and talent sides of the business: Dana Locatell, executive producer, @radical.media; Seth Matlins, brand agent, CAA Marketing; Doug Scott, senior partner, executive director of branded content, Ogilvy; and Dario Spina, senior vice president of integrated marketing, MTV Networks Entertainment Group.
http://www.broadcastingcable.com/article/CA6571522.html
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