The Role of Creators and Influencers in Branded Entertainment

Over the years, entertainment has become one of the most powerful tools for engagement, effectively cutting through the overwhelming flood of content users face daily. In this context, influencers and creators have become integral to branded entertainment strategies, acting as key drivers to maximize impact. However, involving them in entertainment projects requires a different methodology—both in terms of selection and evaluation, as well as creative approach. In this talk, we will explore how to best integrate creators and influencers to turn their participation into genuine added value.