Let me entertain you: Brands are now looking beyond traditional TV ad and sponsorship work to connect with audiences

James Curtis, Marketing, 11 September 2003, 12:00AM

There's a new term doing the rounds - 'Madison & Vine'. Coined in the US, it describes the convergence of the advertising and entertainment industries - a marriage of necessity, as each struggles to engage with the restless, media-bloated 21st century consumer.

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