In a SXSW panel entitled Branded Entertainment: Do Brands Hurt Good Storytelling Proximity SVP Matt Di Paola said there is a fine line between selling and story telling. Each can't cross too far over the line of the other. Branded story telling must align with the brand's business, not a creative brief. The partnership is much bigger than a simple creative project.
Making a distinction, Di Paola said Product placement is not story telling. Product placement is a media buy. Story telling is a deep partnership between brand and content.
Disrupt Group Co-Founder Shira Lazar Says ad agencies are the new studios. For content creators, Lazar said the relationship must go beyond just business. Successful creative relationships require more than the simple exchange of money.