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The article features Ricky Ray Butler, chief executive officer (CEO) of Branded Entertainment Network. He claims that his company is the only one in the world that puts both traditional product placement and influencers in one area. He also encourages marketers to forge deals with teenagers with raw and unprofessional content but have hundreds of thousands of views.

The article comments on a number of issues concerning the U.S. advertising industry as of December 2017. Gary Vaynerchuk, founder of digital and social marketing agency VaynerMedia, launched his own line of sneakers. Facebook chief executive officer (CEO) Mark Zuckerberg is criticized for using Hurricane relief efforts to promote its social virtual reality (VR) tool Spaces. Sponsors have decided to show their preexisting work at the Super Bowl LI.

The article announces the selection of actress Melissa McCarthy as one of the 2017 Creativity 50 compiled by the magazine "Advertising Age."

The article announces the selection of Lisa Schneider, chief digital officer and publisher of Merriam-Webster, as one of the 2017 Creativity 50 compiled by the magazine "Advertising Age."