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This Week In Branded Content (June 9)

“I’d learned this the hard way, by making mistakes at my last company. I studied engineering at university, and I’ve always been extremely analytical. I used to create processes for every single thing. But eventually the most creative people started to leave. I realised that processes exist so leaders can explain to themselves how the company works; it’s about a sense of comfort. But you can’t forecast the creative process. In games, there’s no magic formula or strategy. It’s like books or music or movies — it’s the magic of the people.”

– Ilkka Paananen – CEO / Supercell

 

 

VIDEO OF THE WEEK
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THIS WEEK’S MOST INTERESTING

Domino’s To Stream ‘Ferris Bueller’ On Facebook Live

Domino’s Pizza is live streaming “Ferris Bueller’s Day Off” for free on Facebook Live for its first National Movie Night in partnership with premium network EPIX, per a joint press release.

BY David Kirkpatrick

 

 

This Is How Airbnb Will House 100,000 Refugees In The Next Five Years

Soon after Donald Trump issued the first iteration of his disputed ban on travel from six predominantly Muslim countries—a move critics said would adversely affect refugees from war-torn Syria—the founders of Airbnb announced a bold plan to provide short-term housing over the next five years for 100,000 people in need.

BY Ruth Reader

 

 

 

Is Apple Now A TV Network? Hollywood Hopes So

With the launch of its first series, Gwyneth Paltrow and Jessica Alba’s ‘Planet of the Apps,’ agents and producers are eager to help the tech giant become a major player in original programming: “We’ve got stories to tell,” says the company’s Eddy Cue.

BY Natalie Jarvey

 

 

Vice Media Enters The Hyper-Competitive Meal-Kit Business

Candidly, John Martin, the publisher of the food vertical Munchies on Vice, admits that he used to dine and dash. Martin, who’s held several positions over the course of his 15-year tenure with the counterculture news empire, used to sign up for meal services to get the promotional freebie. Then, he’d cancel them.

By Zoë Henry

 

 

 

Inside The Vatican-Blessed Tech Accelerator Tackling Climate Change

When Pope Francis met Donald Trump last month, he raised eyebrows by handing the U.S. president his 2015 papal letter on global warming. The Laudato Si—On Care for Our Common Home pins climate change on humanity and calls for international action to save the planet

BY Neal Ungerleider

 

 

Craft Breweries Want Their Beers Off RateBeer After AB-InBev Acquires Minority Stake

Most interesting was RateBeer’s response to Denver, CO’s Black Project, which the brewery posted on their own website. In short, the answer was “Nope, we’re ignoring this request.” So there you have it. Their brewery’s scores, and the data of users, will remain on the site regardless of how many breweries no longer want to be associated with the company after its partial acquisition by AB-InBev. RateBeer’s response to Black Project is excerpted below.

BY Jim Vorel

 

 

 

How Lego Clicked: The Super Brand That Reinvented Itself

From its founding in 1932 until 1998, Lego had never posted a loss. By 2003 it was in big trouble. Sales were down 30% year-on-year and it was $800m in debt. An internal report revealed it hadn’t added anything of value to its portfolio for a decade.

BY Johnny Davis

 

 

What Influencer Marketing Really Costs

A lot of people talk about influencer marketing, but few understand how it is priced. Influencer costs can range from a couple of hundred to millions of dollars on one platform or across social networks, because of all the factors that go into it, including exclusivity, engagement rate, following size and usage rights.

BY Yuyu Chen

 

 

 

You Can’t Bet On Your Brand Alone

In business, as in life, at the end of the day your good name is all you’ve got. Reputations and brands can take a lifetime to build and only moments to mess up or destroy. The list of examples is too painful to recount–okay, hello United Airlines. I still believe in the value and efficacy of a good brand name, although my enthusiasm is waning. But then I’m an old guy and a pretty traditional buyer. And yet, even I have changed some of my ways. I can remember only a few years ago when I would happily pay a ridiculous premium to buy Sony products (especially big screen TVs) and today Sony has to fight for space in most big box retailers.

BY Howard Tullman

 

 

Gen Z Hates TV, And What That Means For Traditional Advertising

The younger generations hate television. Well, sort of. They hate conventional television, but are more in love with video content than ever. According to Visual Capitalist, “In 2011 the average 18 to 24-year-old millennial watched around 25 hours of traditional television per week. Today, they watch closer to 14 hours per week.”

BY Deep Patel

 

 

 

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