“We’ve moved from the age of interruption to the age of engagement, from a passive consumer to an active consumer who basically doesn’t just sit back and wait for things to be delivered but who goes and seeks things out. A whole new mind-set is needed in the way you create and develop work and how you plan your media.”

Hegarty argues that advertising funded programming is the future: ‘He quotes the Big Mac conversation in Pulp Fiction as an example of how brands can be legitimately included in programming and add to dramatic effect. “That scene wasn’t funded. But the director was using brands to give a better understanding of the characters. That’s what AFP should be about.” The Independent

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