Companies are finding creative ways to get in front of consumers who are no longer seeing 30-second commercials, putting more focus on Hollywood-level branded
content. “The best partnership you can have is a marriage where the themes between the company and the story are aligned,” Hollywood producer Brian Grazer tells The New York
Times. For example, his production company, Imagine Entertainment, partnered with Waffle Iron Entertainment, Nike’s production entity, for a documentary about the NBA.
Read the whole story at The New York Times »