“Branded entertainment” has come a long way since the 1950s, when variety shows were brought to you by a sponsoring cigarette company. As the media landscape has evolved and expanded, defining what the term means can seem nebulous. But that’s what The One Show 2024’s Branded Entertainment jury was tasked with doing in beautiful Punta Cana a few weeks ago: finding the sweet spot between heavy-handed advertising and fun yet forgettable content and then selecting the best examples of that very thing.

We sat down with Jury President and GALE Managing Director Creative Geoff Edwards and One Club Board of Directors member and FCB Global CCO Susan Fowler Credle to have them discuss their thoughts on what branded entertainment means in 2024 and what sorts of things have piqued interest inside the jury room.