Edited by Cannes Lions 2017 Entertainment Jury President PJ Pereira, "The Art of Branded Entertainment" features a collection of essays contributed by 15 jurors. About the book:Live television viewing is decreasing as audiences - especially the younger generation - choose to stream television shows and films via digital platforms. With that shift, intrusive commercial advertising breaks are quickly losing their power as the leading way in which brands talk to their audiences. The Cannes Lions International Festival of Creativity has been grappling for years with how the entertainment and marketing worlds can collaborate in fresh and innovative ways. "The Art of Branded Entertainment" conveys the comprehensively debated conclusions of specialist jurors, on the most effective ways to create compelling branded content.