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Turning bystanders into players

Adweek has just featured our Entertechment study in the latest issue.


The Marriage of Tech and Entertainment, and How Marketers Can Capitalize.


Entertechment is a study by LOLA MullenLowe that offers a real opportunity to help people and brands, who don´t consider themselves part of the entertainment world, realize they can become active participants for two reasons:

The motivations and needs that drive humans to entertain and be entertained remain as strong and unchanged as ever. Therefore, new technologies shouldn't be intimidating.

The disruption of technology in our day-to-day lives makes us all (brands & humans) potential entertainers. Therefore, the opportunities to tap into those human needs & motivations are only bigger with each disruption.

In fact, understanding these two, and the connection between them, has become crucial, because the challenge to win the attention of others has become more difficult than ever.

The study was led by Amaya Coronado, Head of Strategic Planning at LOLA MullenLowe in Madrid.

If you would like to learm more, please contact

Also, here is the link to the Adweek article.