Well here’s how you do it, or how American Express does branded entertainment anyway.
The financial services giant has won tellyfest MIPTV’s first brand of the year award for its branded entertainment efforts and what head marketer Marie Devlin has to say is illuminating (although the same can’t be said of the lighting in the film).
Providing a “unique perspective on the world through the lense of American Express” is what it’s all about according to Devlin. Among other things Amex sponsor the Glee charity fundraising show on Fox and the ‘unstaged’ music series.
Hope Marie’s OK carrying away her rather strange and clearly heavy award. It looks like a box full of stones.