Interviews, case studies, and stats galore in our roundup of this year's best strategy articles

The future of branded entertainment and why the best is yet to come

Read the Shots manifesto for the future of branded content here. This article delves deep into how to combine broadcast and digital publishing, and focuses on the entertainment side of the industry.

Why interactive gaming will pick up where branded video leaves off

The video game market is still picking up pace, with a projected value of $170 billion by 2023. Tech advancements mean that ads in video games are no longer limited to static billboards – Forbes takes a look at interactive ads.

How Balmain designed a new approach to branded entertainment

In September, Balmain announced Fracture – a five-part drama series, following a musician in LA. The series is set to be released on All4, and this interview with Al MacCuish and Catherine Hope explores the process of tying fashion into film.

The Cannes Factor: Winning in the golden age of creative excellence

Kantar tested 24 creatives of the Cannes Lions 2021 winners with consumers, using neuroscience tools. Find out what they learned here, with a deep-dive into the emotionality and storytelling capacity of different assets.