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Europe's first Brand Film Festival was held at the Oval Space in Bethnal Green, London, this week. Delegates were able to listen to brands and agencies discuss what worked and what did not work on some large, global campaigns. 

Bacardi's global head of brand & PR, Lisa Jedan, believes that the key to a successful brand film is "great storytelling", with Psembi Kinstan, creative director at Y&R London, agreeing and adding that a strong film needs "some strong emotional connection" with its audience.

Within the panel talks, brands discussed how clicks may not always be a priority, with Will Ingham, creative director at Wings London, saying "what I really want is for people to engage" with the film as the priority.