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Advertising Age Article Abstract

STEVE HEYER: WHY BRANDED ENTERTAINMENT FAILS

An Industry Pioneer Critiques Marketers' Efforts

By: Marc Graser
Published: February 09, 2006

BEVERLY HILLS, Calif. (AdAge.com) -- Three years ago, Steven J. Heyer, then president-chief operating officer of the Coca-Cola Co., issued a rallying cry for Hollywood and Madison Avenue to “collaborate or die.” Three years later, Mr. Heyer has a new message: Don’t bother with branded entertainment unless you understand what your brand is and who your customers are. ...

Full Article Word count: 1075

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