9. How can sponsored entertainment support brand purpose?

As the popularity of adverts and “branded content” declines, and more people use commercial-free streaming services, there is a real opportunity for brands to get in front of audiences with “sponsored entertainment”, says Rupert Maconick, Founder and Executive Producer of Saville Productions in LA. He spoke to Jane Ostler about how brands can get excellent returns from a feature-length documentary (or “doc”), the process of creating one (and getting it in front of people), and how this approach can help brands communicate something about their values and purpose – as long as it is tackled authentically.