Lemonade Labs Launches with Brands Entertain Me Event

Lemonade Labs, Lemonade Collective’s branded entertainment development studio, has officially launched with Brands Entertain Me, a new industry event spotlighting the explosive growth of brand-funded content. The event will take place on Wednesday 27th May at The Soho Hotel in London.

Brands Entertain Me will feature a dynamic panel of leaders shaping the branded entertainment space, including Katherine Marlow, ad-funded programming senior lead at Channel 4; Claire Prince, head of entertainment at Elvis London; and Mark Rivers, chief creative officer for Cold Glass Productions, makers of Waitrose Dish podcast. The session will be punctuated by exclusive case studies and a first look at upcoming projects shaping the future of branded entertainment.

Moderated by Connor McRae, head of branded entertainment at Lemonade Labs, the discussion will explore why brands are increasingly diversifying the way they tell stories, moving beyond traditional advertising and into the world of entertainment. The event will bring together a room of around 100 senior industry figures spanning brands, agencies and production companies, creating a highly targeted forum for those actively shaping the future of this space and exploring new models of collaboration.

As audience behaviour continues to evolve across platforms and formats, brands are increasingly exploring entertainment-led storytelling alongside traditional campaign models. At the same time, demand for premium entertainment continues to surge. The result is an accelerating shift towards brand-funded entertainment - where brands become more naturally embedded within shows, formats and social content, enabling them to engage audiences in new and culturally relevant ways. 

“We’re currently at an extremely exciting crossroads - brands are looking to engage more with audiences, audiences are consuming entertainment at a higher rate than ever, and increasingly, gripping ideas that might never have seen the light of day have the opportunity to entertain audiences with the additional support and involvement of brands. But, currently, there’s still no one size-fits-all route towards this content. Brands Entertain Me will shed some light on how some of the most successful examples of new-age branded entertainment came to be, and how other brands, agencies, and production companies can get on board.”

This panel explores the full lifecycle of branded entertainment, offering practical insights into one of the industry’s fastest-growing sectors. It examines how brands, producers, and broadcasters can leverage shifting viewing habits to unlock new funding and distribution opportunities while navigating evolving commercial models, IP ownership, and the delicate balance between authentic brand integration and editorial integrity. 

Brands Entertain Me is supported by Caviar, Dirty Work, Form, Hijinks, RSA and The Quarry.

Event details:

Information: https://lemonadecollective.com/lemonade-presents

Time: 6:00 PM Doors & Drinks | 7:00 PM Panel (60 mins + 15 mins Q&A) | 8:15 PM Networking & After-Party

Location: The Soho Hotel, London

For more information, visit: www.lemonadelabs.tv