FORGET MAKING ADS. WE’VE MADE A REALITY SHOW TO SELL BRAND PARTNERSHIPS.

In a fragmented media world, we’re experimenting with a new model – creating an agency owned Entertainment IP that can be monetised through brand partnerships, is this the new frontier? Asks Jet Wong, Strategy Director at BBH Shanghai Gen Z, or more accurately, the ‘Post-95’ generation, have the fastest growing spending power in China. They are also immersed in a...