Branded Entertainment, Co-Developed With Brands
At Cannes, we celebrated the launch of an industry-first, episodic branded entertainment model powered by deep shopper insights. Rico’s Tacos, a minivella partnership with Procter & Gamble, brought this idea to life with an insight-driven campaign built to drive measurable growth while authentically connecting with everyday shopping moments. Lela Coffey (P&G) and Carlos Ponce, Co-Founder of Minivela, discussed the model with our SVP Brian Monahan.