This is about more than the rise and rise of the cult of celebrity. That's often just about badging campaigns (and we don't like it). Entertainment runs to the heart of brands and their emotional engagement with consumers. This is no longer a fad or a trend. As the President of the US National Association of Advertisers pointed out a couple of years ago: "Advertising is dead. Consumers do not want to be marketed at ...they want to be involved, engaged and in fact, entertained." Ask the media what they want and they will tell you it is about entertaining content. Content that is co-created and properly networked is especially powerful. Which is why we developed JCPR CONTENT - providing brand entertainment and content solutions in the new media age. Content is not just about online an solution. If you want to ask us about entertainment, please email jackie_cooper@jcpr.com or david_fine@jcpr.com