Product placement and sponsorships have long been integrated into the commercial television business.

We’ve witnessed James Bond driving a BMW, a car-maker presenting the Volvo Ocean Race, and seen title sponsorships with Sears and Ford on Extreme Makeover: Home Edition. These examples are but a few indications of an accelerating trend.

Advertiser co-developed content features brands not merely as fixtures within the story, but as active forces in it, influencing dialogue, action or outcome.

By bringing the brand into the development process early on, we can ensure not only a seamless fit between brand and content, but also provide a more solid platform for innovative cross-channel exploitation of the material.

This makes branded entertainment a sophisticated and comprehensive marketing tool.