Letters

What about the nuts and bolts of advertainment?

Reading Eleftheria Parpis’ article about creating branded entertainment through storytelling [“Now Playing,” Special Report, May 17] was both refreshing and frustrating. Refreshing because it’s great to hear that clients and agencies are recognizing the power of stories in their creative work. Frustrating because it didn’t shine any light on how agencies are developing these “advertainments.” Were the clients just taking bold risks with talented creatives? Or have they been thinking about their strategy in new and different ways as well?

Again, I welcome the study and celebration of the creative product.