If brands believe in the advertising content they're creating, ensure that it both holds its own among other entertainment and is culturally credible, then the sky's the limit
Branded content has a long and esteemed history. In simple terms, many of history's renowned "creatives", such as Da Vinci, Michelangelo and Shakespeare, all took commissions for "branded content". The great and the good have always wanted to be associated with the work produced by the most innovative artists. Today, brands are increasingly playing the role of patron. Brands have a well-established and accepted role in the music industry, but this is spreading to film, theatre, comedy, sport, art, television drama, space travel – the list goes on. Even Tesco has its own Youtube channel.
