Going Hollywood

Predictable as this scenario in the films that Hollywood churns out, it seems equally common in the world of advertising. The advertising agency that thinks and acts like an entertainment company, challenging the usual business process of advertising, will ultimately lead entertainment solutions for the client. Creatives need to collaborate outside of their comfort zones -- and work with the best partners who can bring forth the best solution. Projects often flounder because creative directors can't see the sense in attaching themselves to another company's idea, effectively being creative partners in the development, packaging, production and brand activation. Responsibility also falls on account teams that need to challenge clients. Branded entertainment is too often seen as a luxury item -- a "nice to have" versus a "must have."