<\/p>\n
This post was created in partnership with EightPM<\/em><\/strong><\/p>\n Consumers aren\u2019t just avoiding ads\u2014they\u2019re choosing content that feels worth their time. To earn that attention, brands have to show up inside the stories people love, not as interruptions but as meaningful parts of the experience.<\/p>\n During an ADWEEK House Cannes Lions fireside chat, co-hosted with EightPM, Zo\u00eb Ruderman, chief content officer of ADWEEK, sat down with marketing executives to discuss how brands can excel in the content economy through authentic storytelling environments and proactive integration strategies.<\/p>\n Marketers often approach entertainment placements reactively, but scaling those efforts requires constant monitoring.\u00a0<\/p>\n Grant Regillo, VP of EightPM, shared that his company works with 300 to 350 shows and movies every year. He encourages companies to look across the entertainment market and ask, \u201cHow can I be involved in as many conversations as possible?\u201d\u00a0<\/p>\n Samantha Catalina, a fractional CMO working with Happy Dad and Noble Pacific, said that these integrations must remain genuine. \u201cYou have to integrate it properly, and you have to integrate it authentically, and so whoever you\u2019re doing that with has to actually believe in whatever product they\u2019re marketing,\u201d she said.\u00a0<\/p>\n Production crews work on short schedules and frequently have only two or three weeks to secure items for a shoot. Regillo explained that having digital assets, inventory, and guidelines prepared in advance allows crew members to make immediate selections.\u00a0<\/p>\n \u201cWe execute fast so they can film that scene, and they don\u2019t need to look at any other options,\u201d he shared. This preparation helped the prebiotic soda brand Olipop scale when it first entered Whole Foods. Regillo noted that the company \u201cprioritized entertainment and gave us a lot of creative freedom to move really fast\u201d so the brand could present itself as a modern soda instead of a basic health drink.\u00a0<\/p>\n Successful placements can mean letting go of corporate control while still adding real value.<\/p>\n \u00a0Patrick O\u2019Keefe, chief integrated marketing officer at e.l.f. Beauty, shared how the brand responded when creator Oliver Widger\u2019s solo sailing voyage with his cat Phoenix started blowing up on TikTok.\u00a0<\/p>\n The team hired a plane to airdrop a care package with Pringles, cat food, and e.l.f. sunscreen for Oliver, deliberately avoiding any oversized logo or heavy-handed branding. \u201cWe were the subplot, not the main plot. It was in that moment that you truly do give up control,\u201d O\u2019Keefe said, emphasizing that the moment actually belonged to Oliver\u2019s journey. The partnership continued after Oliver landed in Hawaii, with a Twitch livestream to unpack his story.<\/p>\n <\/p>\n Entertainment partnerships only matter if they move the business, not just generate buzz.\u00a0 Jackie Widmann, SVP of marketing and commercial at BERO Brewing\u2014actor Tom Holland\u2019s NA beer brand\u2014said her team looks beyond impressions to the doors a film collaboration can open.\u00a0<\/p>\n \u201cWhen we look at the success of a campaign, it\u2019s not just about how many people saw it\u2014it\u2019s about whether it drives real leads, retail interest, and forward momentum for the business,\u201d Widmann explained. She added that the goal is for buyers to see a collaboration, want to try the product, and ultimately help expand BERO\u2019s reach in a meaningful way.<\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.adweek.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" This post was created in partnership with EightPM Consumers aren\u2019t just avoiding ads\u2014they\u2019re choosing content that feels worth their time. To earn that attention, brands have to show up inside the stories people love, not as interruptions but as meaningful parts of the experience. During an ADWEEK House Cannes Lions fireside chat, co-hosted with EightPM, […]<\/p>\n","protected":false},"author":2,"featured_media":2480774,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[441026,441027,349567,475285,470858],"class_list":["post-2480773","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-adops-branded-content","tag-adweek-house","tag-branding","tag-cannes-lions","tag-content-strategy"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/06\/Scaling-Brands-Inside-the-Story.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2480773","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2480773"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2480773\/revisions"}],"predecessor-version":[{"id":2480775,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2480773\/revisions\/2480775"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2480774"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2480773"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2480773"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2480773"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}From one-off placements to always\u2011on presence<\/strong><\/h4>\n
The art of the subplot\u2014giving up control<\/strong><\/h4>\n
Tangible business growth\u00a0<\/strong><\/h4>\n