Advertising Age Article Abstract
STEVE HEYER: WHY BRANDED ENTERTAINMENT FAILS
An Industry Pioneer Critiques Marketers' Efforts
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. ...