Cannes 2012

AT&T's Esther Lee: Long-Form Branded Content About Engaging, Rewarding Customers

Genre Is Evolving In How It's Used by Brands and Recognized in Cannes

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Last month, AT&T kicked off a multi-channel branded content initiative in the form of "Daybreak," a weekly web series aimed not only at entertaining its audience, but also exposing some of AT&T's sexiest tech and engaging it via ancillary offerings such as apps and embedded links to other AT&T content offerings. It was part of a focused effort to "tell AT&T's story," according to its senior VP-marketing and advertising, Esther Lee.

During the Cannes Lions International Festival of Creativity , Ms. Lee took time to talk to Ad Age about how long- form branded content is evolving, both in how it's being utilized by brands such as AT&T and how it's being recognized in Cannes.

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