JWT's Branded Content Approach Starts with Participation - Presented by: The Aol. On Network

Branded content is not an "if" for marketers; it's a must-have, says Eric Weisberg, Executive Creative Director at JWT, in an interview with Beet.TV. But to be effective, branded programming needs to deliver on the right combination of entertainment and utility. As an example, he points to work that JWT did with Johnson and Johnson for its "Once Upon a Care" initiative.

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