Should Brands Have Editorial Calendars?

Years ago, the only brands that saw the Academy Awards as a marketing opportunity were those which advertised during the event.

The 2013 telecast was a different story. Even brands which you would expect to have little overlap, like Purina, had queued up content before the show and were watching to see if there were any impromptu moments to capitalize on. As it turned out, there was no equivalent of the Super Bowl power outage. The closest we came was Jennifer Lawrence's stumble on the way to accept her award.

"Is that an appropriate brand moment?" asked Sarah Hofstetter, president at digital agency 360i. "We didn't think so."

Yet 360i -- the agency best known these days for Oreo'…
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