PropertyGuru's The Moving Out Show is the latest example of a growing trend where brands are producing content that looks and feels more like entertainment than advertising.
As the boundaries between the two continue to blur, what does this mean for marketers, consumers and the future of brand storytelling?
On Industry Insight, Lynlee Foo speaks to Professor Amitava Chattopadhyay, Professor of Marketing at INSEAD, about the evolution of entertainment-first marketing and why earning attention is becoming just as important as selling a product.
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