Analysis

This Week In Branded Content (May 11)
May 22, 2017

“They (Amazon) undoubtedly own the bottom of the funnel — the people who are on their site or leveraging search have already expressed intent to purchase, now they’re trying to figure out how to work their way up the funnel, leveraging a richer set of signals about its audience’s interests and motivations.” – Tom Buontempo, […]

This Week In Branded Content (May 5)
May 22, 2017

“Don’t put your usual brand umbrella over a project like this. When you start briefing directors, script writers, and even actors very specifically about your brand values and how you want everything to be perceived, you’re really moving away from branded content. You’ll just end up with a longer TV spot that you designed by […]

This Week In Branded Content (May 19)
May 22, 2017

“But now what we’re seeing more and more is that the brands that are succeeding are the ones that are really being useful at helping people. Let’s go beyond the emotional stuff sometimes. Enough of trying to just connect me to some emotional state or aspiration out there, where everybody sits in a circle singing […]

This Week In Branded Content (April 21)
Apr 24, 2017

“The price of a can of soda in a vending machine can now vary with the temperature outside.” – Jerry Useem in The Atlantic   –   VIDEO OF THE WEEK THIS WEEK’S MOST INTERESTING   Kendrick Lamar – DNA. The Official music video for Kendrick Lamar’s latest single Damn, co-starring Don Cheadle and launched […]

This Week In Branded Content (April 14)
Apr 17, 2017

“But then there’s some, like the Hulus and Netflix, where they don’t have advertising but we’re still working with them to figure out how we can get at least our brand impressions there. So I think there will be innovations in how advertising is done.” – Marc Pritchard / CBO P&G   –   VIDEO […]

This Week In Branded Content (April 7)
Apr 10, 2017

“Branded content is the worst term in the world for a brilliant new type of creative idea.” – Chair / Brand Film Festival   –   VIDEO OF THE WEEK THIS WEEK’S MOST INTERESTING   Kenneth Cole Teams With Aloe Blacc on Find Your Bold Campaign Kenneth Cole is searching for the next big thing […]

This Week In Branded Content (March 31)
Apr 03, 2017

“So why wouldn’t you use sponsors as a means by which you can – by working with them and by helping them do things that they haven’t been able to do traditionally – turn up the volume on the sport, showing how exciting it is through all of their campaigns?” – John Allert, CMO / […]

This Week In Branded Content (March 24)
Mar 27, 2017

“We may look back at self-expression as the terrible deadening conformity of our time. It doesn’t mean it’s bad and it doesn’t mean it’s a fake thing. It’s gotten so that everyone does it–so what’s the point? Everyone expresses themselves every day.” – Adam Curtis   –   VIDEO OF THE WEEK THIS WEEK’S MOST […]

This Week In Branded Content (March 17)
Mar 22, 2017

“A meme is a package that conveys the idea of a unit of cultural transmission or a unit of imitation” – Richard Dawkins – Author /Coiner Of The Word ‘Meme’   –   VIDEO OF THE WEEK THIS WEEK’S MOST INTERESTING Trailer Blazers With Walter Isaacson And Dell We tell the unexpected stories of digital […]

This Week In Branded Content (March 10)
Mar 20, 2017

“You don’t have to advertise anymore – it should be entertainment. There are thousands of opportunities each day to be entertained by information. The whole point is don’t advertise, entertain. And GIFs get a message across in seconds. They’re more than an image, but less disruptive than a video. They’re the perfect form of visual […]

This Week In Branded Content (March 3)
Mar 06, 2017

“We believe that in the content-connectivity equation, the weight is now starting to move to the content side, both premium and native digital.” – CEO of AT&T Entertainment Group   –   VIDEO OF THE WEEK THIS WEEK’S MOST INTERESTING KFC’s “Clean Eating” Burger Was a Prank to Launch Something Much Dirtier The news came […]

This Week In Branded Content (Feb. 24)
Feb 27, 2017

“But let’s say he can acquire massive amounts of negative publicity by pissing off people in the media? Well now all of a sudden someone is absorbing the cost of this inefficient form of marketing for him. If a CNN story reaches 100,000 people, that’s 90,000 people all patting themselves on the back for how […]