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Welcome back to your essential weekly Briefing on what’s happening in brand content and why it matters.
Production company Sugar23 announced last week that it plans to host “The Way,” a new upfront where celebs and producers will pitch projects – including movies, documentaries and books – to brand executives. The upfront is scheduled to take place in May, reports AdAge. The idea is to give brands opportunities to invest in original entertainment. In return, brands will be able to market themselves via the entertainment content – but also make money off residuals. It’s both a financial opportunity and a marketing one.
Sugar23, producer of Spotlight and Collateral Beauty, has done this before: The company worked with AB-InBev last year for its new ent