Branded content and Entertainment in advertising.
A theoretical and empirical study of creative Advertising Practices published.
Routledge Taylor & Francis Group.
The Future of Advertising and Brands in the New Entertainment Landscape.
Chapter: Exploratory study of meausement systems for the evaluation of the effectiveness of branded content.
IGI-Global Publishing House.
Study of the effectiveness of branded content in Estrella Damm's advertising films
Chapter: "Mediterraneanly. Effectiveness study"
quantitative in Estrella Damm's advertising films."
Mediterranean Journal of Communication. (V13N1).
The rise of purpose-driven branded content: the Dove case
Presentation on The rise of purpose-driven branded content: the Dove case and its
manifesto on the responsible use of AI. (2024)
Branded content and brand strategy: trends and challenges for 2024
Masterclass for students of UNIR's Master's Degree in Transmedia Communication and Master's Degree in Brand Management.
Branded Entertainment Creative Practices
Presentation for UAL, University of Arts London on creative practices in Branded Entertainment.
The value of useful branded content
9th International Conference on Research in Digital Communication and Information (CICID). We're sharing our presentation on a new type of branded content: utility branded content.