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As more brands turn to content to engage consumers, the line between traditional and branded forms of entertainment—articles, songs or even feature-length films—gets blurrier by the day. At the same time, the emergence of branded entertainment as a principal method of engagement has raised important questions about the relationship between creativity and advertising. For instance, how does an artist feel about creating branded work?
Clio sat down with PJ Pereira, a co-founder of the San Francisco-based agency Pereira & O'Dell, and Robert Stromberg, director of the 2014 film Maleficent, to discuss that very issue.