AAF Conference: Advertainment, Globalism Carry Risks

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DALLAS Advertisers and agencies must take special care when planning branded entertainment deals and global campaigns, as consumer acceptance remains a challenge, and, in the case of the former, industry standards have not been clearly defined, legal experts said at the American Advertising Federation’s 2004 conference here on Sunday.

“The blending [of entertainment and marketing] is going to be subject to a lot of regulation,” said Leo Burnett executive vice president and general counsel Carla Michelotti, who is also the outgoing AAF chairperson.

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