As audiences become harder to reach and fandom becomes more powerful, brands are finding new ways to become part of the entertainment people care about. Chris Brady, EVP of Paramount Media Labs, explores the evolution of brand integrations and brand-funded storytelling—and what’s next for brands, IP and audiences.
As audiences become harder to reach and fandom becomes more powerful, brands are looking for new ways to earn a role in the entertainment people care about. Chris Brady, EVP of Paramount Media Labs, explores how Paramount is rethinking brand integrations and building a new model for brand-funded storytelling—bringing brands deeper into the worlds, stories and cultural moments audiences care about. Drawing on recent work across Paramount’s IP, Chris will unpack how cultural insights and audience behaviors can help brands find a role that feels additive to the story, not interruptive. He’ll also look ahead at how technology and new approaches to integration are shaping the future of branded storytelling.
As audiences become harder to reach and fandom becomes more powerful, brands are looking for new ways to earn a role in the entertainment people care about. Chris Brady, EVP of Paramount Media Labs, explores how Paramount is rethinking brand integrations and building a new model for brand-funded storytelling—bringing brands deeper into the worlds, stories and cultural moments audiences care about. Drawing on recent work across Paramount’s IP, Chris will unpack how cultural insights and audience behaviors can help brands find a role that feels additive to the story, not interruptive. He’ll also look ahead at how technology and new approaches to integration are shaping the future of branded storytelling.
Speakers
Key Takeaways
- The future of brand integration is deeper, more holistic, and more authentic.
- Brand-funded storytelling is changing the relationship between brands and entertainment.
- The next era of branded storytelling will be shaped by culture, fandom, and technology.
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