Cannes 2026: The Strategy of Branded Entertainment on YouTube | James Rowe, OBB Bolded, President

As traditional advertising formats face lower engagement, brand teams face the challenge of reaching audiences who actively tune out classic commercial interruptions. Dylan Conroy sits down with James Rowe, President of OBB Bolded, to explore how their award-winning production framework builds deep audience loyalty through authentic, long-form branded entertainment.Key Themes Covered:Designing celebrity partnerships around existing online conversations and public memes.Balancing data-gathering software tools with human-centered creative insights.Activating passionate fan subcultures to strengthen community connection.Partnering directly with top-tier creators to utilize their pre-built distribution networks.Structuring video formats on organic channels before moving them to subscription platforms.James Rowe is the President of OBB Bolded, where he leads the development of pop-culture-driven campaigns and media strategies for global consumer brands.Connect with James Rowe on LinkedIn: https://www.linkedin.com/in/james-rowe-97499916/Explore OBB Media: https://obbmedia.com/Optimize your enterprise marketing ROI with Strike Social: https://strikesocial.com/guaranteed-paid-social-media-ads-outcomes/