This Week In Branded Content (Feb. 24)

This Week In Branded Content (Feb. 24)

“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 smart and decent they are. They’re just missing the fact that the 10,000 new people that just heard about Milo for the first time. The same goes for when you angrily share on Facebook some godawful thing one of these people has said. The vast majority of your friends rush to agree, but your younger cousin has a dark switch in his brain go on for the first time.”

– Ryan Holiday

 

 

VIDEO OF THE WEEK
THIS WEEK’S MOST INTERESTING



Adrian Grenier And Dell Are Teaming Up To Fight Ocean Plastics

U.S. technology giant Dell and Hollywood actor Adrian Grenier are making waves as they launch their global pilot program to turn the tide on ocean pollution. By pulling plastics out of the ocean and recycling them into a commercially viable way, they hope to keep harmful micro plastics from troubling ocean waters.

BY Xenia Tan and Melissa Teo

 



Black-ish’s Season-Long Microsoft Partnership Culminates in Branded Content Spot During Tonight’s Episode

Black-ish’s ad agency workplace setting has made the ABC comedy a natural fit for brand partnerships, but the network is taking the series’ integrations to a whole new level with tonight’s episode. The show’s season-long integration with Microsoft culminates in a 60-second branded content spot featuring star Anthony Anderson in character as Dre that will air during one of the show’s ad pods and continue the storyline from the episode.

BY Jason Lynch

 





Horror Film About Racism Earns Coveted 100 Percent On Rotten Tomatoes

The actor Jordan Peele is best known for his comedy, or his impression of former President Barack Obama. That may change this weekend, based on early reviews of his inaugural film ― a fusion of comedy and horror set to debut in the U.S. on Friday.

BY Carla Herreria

 


I Helped Create the Milo Trolling Playbook. You Should Stop Playing Right Into It.

In 2009, I helped sketch out a marketing campaign for an internet personality and blogger named Tucker Max. With a very limited advertising budget available for the independent movie he had written and produced, we had few options for getting the word out.

By Ryan Holiday

 




The State of the Internet 2017: All Statistics Here

Our friends over at vpnMentor recently dug through piles of Internet studies to dig up the most recent 2017 Internet statistics. Here they are — topic by topic. You won’t find a more complete collection of Internet and Web usage and growth statistics for the U.S., U.K. and globally. Check them out below.

BY Gina Smith

 


The Paradox Of Buying Influence

Influencer marketing is somehow both buzzword of the moment and the ‘next big thing’. See “10 Reasons Why Influencer Marketing is the Next Big Thing” or any one of dozens of such recent articles. As ad-blocking grows, two thirds of marketers intend to increase their influencer investment in 2017 according to eMarketer. Brands are throwing money at them. Agencies have even opened studios to help influencers create content for brands.

BY Faris

 



Why Tiffany Doesn’t Make Infomercials

We advertising people often spend months trying to develop the correct messages for our brands. We do consumer research, we create strategy documents, we write briefs, we develop many rounds of creative material, we test and refine these materials, and then we launch them. It is not hyperbole to say that we are obsessive about “messaging.” However, there are some very smart people who think that there is an equally important aspect to advertising success that we pay almost no attention to. It’s called “signaling.”

BY The Ad Contrarian

 

Beyond The Ad: How To Incorporate Purposeful Mission Into Brand Practices

In today’s politically charged environment, brands are increasingly entering the fray. Columnist Megan Hannay discusses how brands can navigate these tricky waters while staying true to their mission and practices.

BY Megan Hannay

 



Beverages 2017: Digital Marketing

L2 Research Lead Bill Duffy shares insights from L2’s second Beverages report, which examines and rates the digital performance of 116 beverage brands. In search, beverage brands are ceding all Google search categories to retailers except for a few small brands. For example, GT owns a significant portion of search results for kombucha and Ensure has high visibility for protein drinks.

BY Homa Zaryouni

 

The Big Adland Divide: Culture Vs Collateral

So here we are settling into 2017 and everyone has been making predictions about the year and what it will bring for adland. There are lots of ways of looking at how our industry is changing and has to change, but I have a simple view that I think sets a clear course for the future. And here it is…

BY David Golding

 

 


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