Brands & Entertainment – How you do it right!

We will show the best Branded Entertainment cases in Europe.

Audiences don't care about brands. They care about what entertains them.

From TikTok Live formats and creator-led content to viral stunts and the rise of Vertical Drama from Asia: entertainment is becoming the primary currency of attention. But where is the line between cultural relevance and brand invisibility?

This session explores a provocative question: when does entertainment amplify a brand – and when does it replace it altogether?

Expect bold cases, uncomfortable truths and a debate around who actually owns attention in the creator economy.