Fallon Wins at Cannes but Loses Client

June 27, 2007 - Product Placement News

Branded Entertainment - Does ROI to the client matter?

Brawny Academy is now winning awards and is considered one of the best examples of Branded Entertainment - but Georgia Pacific (the client) has defected from Fallon to DDB. How good can it really be if the client leaves and there is no return on investment.

Fallon did a wonderful job on the show, but besides a couple of press releases, there was no apparent effort to get women to watch the show

But both Fallon and G-P executives conceded in interviews last year that while the series produced a marked improvement in brand image among women who watched it, not as many women watched as they'd hoped.

A branded entertainment effort can be wonderful, but unless the agency can demonstrate a return on their client's investment, media dollars will keep flowing towards traditional media buys.