What can brands learn from broadcasters?

"Many brands express the ambition to “shape culture”. Few will unless they start to look at their audience as real people away from the data. They need to understand their relationship with entertainment: their willingness to carry shows like flags, form fan communities, spread the word - obsess".

When it comes to Branded Entertainment, there are advantages to brands thinking like broadcasters. 

Read what Jeremy Groman, Firecracker's ECD for Branded Entertainment, has to say on the subject in an interview with LBB here.