Creatives to discuss how not to make ads

Strategies for how to break the habit of brands automatically making TV ads are to be discussed at next Tuesday’s Festival of Branded Entertainment.

Among those discussing how to shift mindsets and creative processes to deliver branded entertainment will be Glen Condie, creative director and co-founder of content agency Wonder. He will discuss the agency’s multi-award winning work for Qantas, which picked up a gold Lion at Cannes for The Great Crusade in the festival’s first outing for its branded entertainment awards category.   

The panel will discuss  practical lessons on what they have learned about the creative process, including how to tell stories with brands, how to change the mindset to one where entertainment comes first, and when (and when not to) to make the brand the star of the show.