BOBCM: Brands and content marketing - who brings what to the party?

Brands and content marketing: who brings what to the party?

Branded content will be at the heart of every marketing strategy

BRANDED ENTERTAINMENT

BRAND PUBLISHING

BRANDED CONTENT

But what is branded content?

NATIVE ADVERTISING

CONTENT MARKETING

Branded content is any content that can be associated with a

brand in the eye of the beholder

BUT  WHAT  IS  THE  BUSINES  PROBLEM  BRANDED  CONTENT    SOLVES  AND  IS  IT  DIFFERENT  FROM  ADVERTISING?  

If  you  look  at  what’s  actually  winning  awards  

then  you’ll  see  there’s  some  agreement  about  

the  best  work.  This  illustrates  that  juries  can  

see  the  best  examples  even  though  the  award  

shows  have  different  defini@ons.    

JAN GODSK Branded  Content  Consultant,  Serial  Juror  +  Chairman  BCMA  SCANDINAVIA  

“

SO  LET’S  ASK  AWARD  JURORS  AND  INDUSTRY  EXPERTS  AROUND  THE  GLOBE  

MOST  POPULAR  AMONG  AD  INDUSTRY  FOLKS  

It’s  a  great  piece  of  storytelling  about  the  human  condi@on  that  is  brilliantly  wriLen.  It  uses  a  fairy-­‐tale  structure  about  a  spellbound  protagonist  who  needs  to  find  true  love  in  order  to  undo  the  spell.  This  kind  of  universal  story  telling  is  more  than  you’d  find  in  tradi@onal  adver@sing,  and  that’s  what  makes  it  branded  content.  The  product  is  also  brilliantly  integrated,  and  the  social  film  project  allows  the  audience  to  engage  in  the  crea@on  of  the  campaign  without  seeming  forced  or  unnatural.  

UROS GORICAN Crea@ve  Director  &  Branded  Content  Producer  PUBLICIS  SLOVENIA  

“

MOST  POPULAR  AMONG  ENTERTAINMENT  INDUSTRY  FOLKS  

The  Lego  Movie  is  entertainment  produced  by  a  brand.  And  it’s  great  entertainment  that’s  loved  by  cri@cs  and  audiences  alike.  Lots  of  people  went  to  the  theater  to  see  it.  Now  they  rent  it  or  buy  it  at  home.  Or  watch  it  on  a  plane.  And  now  they’re  more  emo@onally  connected  to  the  brand.  Now  the  Legos  are  a  bit  more  magical.  So  they  buy  more  Legos.  And  go  to  Legoland.  Wait,  isn’t  this  Disney’s  model?  Maybe  Frozen  is  the  gold  standard…  

JESSE COULTER Co-­‐Chief  Crea@ve  Officer,  CAA  Marke@ng  CREATIVE  ARTISTS  AGENCY  

“

WHAT  IS  THE  BUSINESS  MODEL  OF  BRANDED  ENTERTAINMENT  INDUSTRY?  

WILL  THE  MERGING  OF  ADVERTISING  AND  ENTERTAINMENT    REDFINE  THE  MEDIA  LANDSCAPE?  

Pure  defini@on  of  branded  content:  it’s  content,  it’s  likeable,  it’s  crea@ve,  it  meets  brands’  objec@ves  and  it’s  good  enough  to  get  PRIME  TIME  on  a  major  commercial  channel!  At  Eurobest  judging  panel  we  were  all  asking  each  other  how  was  that  possible  nobody  had  come  up  with  the  idea  before.  This  only  means  that  concept  is  really  great  and  that  probably  we  will  see  local  versions  of  Brandarit  really  soon.  

IZABELA KURCZEWSKA Head of Entertainment HAVAS SPORTS & ENTERTAINMENT POLAND

“

SO  WHERE  DOES  PUBLISHING  NOW  FIT  IN,    AND  WHERE  IN  THE  CUSTOMER  DECISION  JOURNEY?  

Brands  need  to  be  realis@c  about  compe@ng  with  content  creators,  unless  they’re  prepared  to  risk  alloca@ng  budget  that  could  result  in  failure.  The  Hollywood  system  is  an  example  of  a  few  successes  bankrolling  a  large  number  of  duds  and  also-­‐rans.      

I’d  recommend  collabora@on,  or  devia@on,  whereby  the  type  of  content  you  create  is  not  necessarily  of  interest  to  conven@onal  content  creators,  but  is  of  huge  interest  to  a  client  or  group  of  clients.

RORY SUTHERLAND Vice  Chairman  OGILVY  GROUP  UK  

“

STEVE ACKERMAN Managing  Director  SOMETHIN’  ELSE  

The  big  change  that  brands  have  to  understand  is  the  need  to  have  an  ongoing  conversa@on  with  their  audience,  rather  than  just  short  bursts  of  campaign  ac@vity.  The  produc@on  of  con@nuous  content  requires  more  of  a  (broadcast)  programming  and  editorial  mentality.  

“

Find  a  mechanism  to  allow  you  to  collect  

customer  stories  at  scale.  For  example,  Airbnb  

recently  launched  a  pladorm  where  people  can  

submit  their  own  stories  at  Create  AirBnB.

ANN HANLEY CEO  MARKETINGPROFS  

“

DISTRIBUTION

CONTENT(CO)CREATION

ENGAGEMENTMANAGEMENT

MEASUREMENT

SMALL  SNAPSHOT  OF  LATEST  THINKING  ABOUT  STRATEGIC    CONSIDERATIONS  AND  EXAMPLES  OF  BEST  PRACTICE  

WHAT  DOES  GOOD  NATIVE  ADVERTISING  LOOK  LIKE?  

Thank You

@juzzie