Osservatorio Branded Entertainment

OBE is the association that studies and promotes the diffusion on the Italian market of branded entertainment as a strategic lever for integrated brand communication. Active since 2013, OBE is the reference point in Italy for all stakeholders in the branded entertainment supply chain : who commission (advertiser companies); who creates and produces content (creative agencies, production companies); who plans (media centers, concessionaires), who regulates (the institutions), who informs (press, universities, associations, at national and international level). The Observatory is also a reference point and contact at the international level . In fact, OBE is a partner of the BCMA (Branded Content Marketing Association), the world-wide body for professionals dealing with branded content and includes CEO Andrew Canter among the Advisors. The Branded Entertainment Observatory aims to contribute to the development of a culture of conscious and respectful branded entertainment of consumers, with the aim of creating know-how on creativity, content production and performance evaluation, and does so through research activities , training, events, networking, consulting .

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