What This Year's Lion Winners Tell Us About Branded Entertainment Today

P.J. Pereira on balancing the investment for brand and audience

CANNES, France—P.J. Pereira, a key architect of today’s branded content through Pereira & O’Dell projects like The Beauty Inside five years ago and the Netscout film Lo and Behold this year, was president of the 2017 Entertainment Lions jury here at Cannes. He used the opportunity to espouse, once again, his view that the best branded entertainment balances two types of investment—money from the brand, and time from the audience.

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