“The trend is call branded entertainment or branded content, and it is intended to embed a product in the plot of [a TV] show, hoping to making it more more memorable that it would be if it merely made a brief appearance in a scene.”  Stuart Elliot, editor of Advertising, New York Times

“Branded entertainment brings the experience of the brand to the viewer, to the consumer, and does not rely on just a commercial. Putting something on TV is easy. Putting something on TV that’s effective and engaging and builds awareness - that’s the key.”  Mitch Sheiner, VP, Associate Media Director, Dos Equis media agency (Starcom)

“We like being able to be developers of the content, versus being a sponsor of show or just running a 30-second commercial.” Joe Tuza, VP, Marketing, Meow Mix (Del Monte Foods)

“As we explore branded content, the most important issue is  to determine how you get your points across without hitting viewers on the head with the brand.”  Kheri Holland Tillman, VP, Marketing, Dos Equis and Amstel Light, Heineken USA