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Official Knowledge Partner

AN ESOMAR WORLD RESEARCH FORUM

Branded entertainment

Lucian James

Abstract

Lucian James will speak about the way in which branded entertainment is entering a new era; one which is no longer characterized by a combination of the worlds of marketing and entertainment.

Instead, we are moving into an environement where brands have a greater opportunity to redefine the idea of traditional media, and deploy the right medium for the message that the brand is seeking to communicate.

The brands that succeed in this new landscape will be the ones that don’t see branded entertainment as a combination of brand and entertainment, but those that fundamentally understand that brands and entertainment should be synonymous.

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Lucian James

Lucian James is the president of Agenda Inc, a brand strategy department based in Paris and San Francisco. Agenda Inc. works exclusively with luxury brands to help them understand how belief needs to be at the heart of the brand. Belief needs to drive the brand internally and it also needs to be the main characteristic of the ways in which brands evangelize themselves to consumers. Recently, Agenda Inc published their new manifesto, Articles of Faith, which challenges luxury brands to move to a new era of consumer engagement; and to replace hype with substance. Lucian and his team have worked with clients that have included; Anheuser-Busch, Cadillac, Condé Nast, Harrods, Karl Lagerfeld, Lexus, LVMH, Mini Cooper, Sony, and Viacom.

Before founding Agenda Inc in 2001, Lucian was a marketing executive and development producer for MTV, BBC, HBO, and other UK and US TV Networks. Including 4 years with LA-based production company, World of Wonder, described by Camille Paglia as “one of the most creative ateliers at work today.” In both disciplines – TV production and luxury brand management – the goals are essentially the same, to deliver an innovative, distinct and engaging product; where the message transcends the medium through which it is delivered. He splits his time between San Francisco and Paris.