20 minute presentation for Digital Media Expo 2015, a 3 day conference in London hosted by the World Association of Newspapers and News Publishers (WAN-IFRA). This presentation highlights themes from my previous presentations at the OBE Summit in Italy and the Golden Drum festival in Slovenia, and frames these within the context of where the publishing industry fits in the new media landscape.

1.
Brands and content
marketing: who brings
what to the party?

2. Branded content will be at the
heart of every marketing strategy

3. BRANDED
ENTERTAINMENT
BRAND
PUBLISHING
BRANDED
CONTENT
But what is branded content?
NATIVE
ADVERTISING
CONTENT
MARKETING

4. 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?

5. 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
“

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

7. MOST
POPULAR
AMONG
AD
INDUSTRY
FOLKS

8. 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
“

9. MOST
POPULAR
AMONG
ENTERTAINMENT
INDUSTRY
FOLKS

10. 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
“

11. WHAT
IS
THE
BUSINESS
MODEL
OF
BRANDED
ENTERTAINMENT
INDUSTRY?

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

13. 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
“

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

15. 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
“

16. 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.
“

17. 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
“

19. DISTRIBUTION
CONTENT
(CO)CREATION
ENGAGEMENT
MANAGEMENT
MEASUREMENT
SMALL
SNAPSHOT
OF
LATEST
THINKING
ABOUT
STRATEGIC
CONSIDERATIONS
AND
EXAMPLES
OF
BEST
PRACTICE

20. WHAT
DOES
GOOD
NATIVE
ADVERTISING
LOOK
LIKE?

21. Thank You
@juzzie