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That's Entertainment

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For the first time, AICP Show spotlights integrated branding.

Branding as entertainment, entertainment as branding. As the line gets increasingly blurred, the New York-based Association of Independent Commercial Producers today holds its first-ever integrated branding honors. The AICP Show will spotlight examples of the content-commerce blend and feature clients including James McDowell, vp of marketing for BMW of North America, which created the BMW Films series with Fallon in Minneapolis. Traditional ads look more than ever like content, a trend seen in this year's entrants, says AICP president and CEO Matt Miller. "Entertaining messages in commercials are becoming imperative," he says. "Commercials have become more and more entertaining, which is truly needed to sell. It's tougher to keep someone's attention." Tonight, a separate show will honor excellence in 22 technical and artistic categories.