GoKawiilMaybelline, Second Rodeo and Sugar23 Executives Discuss Branded Entertainment Shift
At a Fast Company panel moderated by reporter Grace Snelling, executives from Second Rodeo Productions, Maybelline and Sugar23 discussed how marketers are shifting away from conventional 30-second commercials toward original entertainment formats, including microdramas, that audiences seek out voluntarily. The panelists shared perspectives on how their companies are building narrative content designed to engage viewers rather than interrupt them.
GoKawiil's interpretation of the reporting above, not reported fact.
As traditional ad formats lose effectiveness amid shrinking attention spans and ad-skipping behavior, brands are experimenting with content that functions more like entertainment than promotion. This signals a broader industry shift where marketing budgets increasingly fund storytelling and production talent rather than conventional media buys.
- Brands are shifting from interruptive ads to voluntary-viewing entertainment formats.
- Microdramas are emerging as a notable new content format for marketers.
- Executives from Maybelline, Second Rodeo Productions and Sugar23 shared strategies at a Fast Company panel.
Source: fastcompany.com, 2026-09-15
Published there as: “From Ads to Entertainment: Why Brands Are Becoming Storytellers”
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