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The Future
of Branded
Content
Marketing
REPORT SUMMARY 03/2014
 	
  

Plus Ça Change, 	
  
Plus C'est La Même Chose
This	
  presenta2on	
  is	
  an	
  edited	
  preview	
  of	
  my	
  
expert	
  predic2ons	
  chapter	
  from	
  the	
  Best	
  of	
  
Branded	
  Content	
  Marke/ng:	
  10th	
  Anniversary	
  
Edi/on	
  ebook	
  and	
  an	
  accompanying	
  report	
  that	
  
are	
  due	
  to	
  be	
  released	
  later	
  this	
  month.	
  The	
  plus	
  
ça	
  change	
  theme	
  was	
  prompted	
  by	
  feedback	
  
from	
  the	
  analyst,	
  author	
  and	
  founder	
  of	
  Al2meter	
  
Group	
  Charlene	
  Li	
  who	
  pointed	
  out	
  that,	
  despite	
  
the	
  many	
  different	
  sites,	
  technologies	
  and	
  
business	
  models	
  we	
  have	
  today,	
  “the	
  
fundamentals	
  of	
  marke2ng	
  have	
  remained	
  the	
  
same	
  –	
  as	
  have	
  the	
  challenges.“	
  

	
  

Jus$n	
  Kirby	
  
VP,	
  Strategic	
  Content	
  	
  
Marke2ng	
  
Tenthwave	
  
Table of Contents
	
  

WHERE	
  WE	
  ARE	
  
–  An	
  overarching	
  defini2on	
  
–  Developing	
  a	
  shared	
  lexicon	
  
–  The	
  strategic	
  considera2ons	
  
	
  

WHAT	
  WILL	
  CHANGE	
  
–  Branded	
  content	
  marke2ng	
  at	
  
the	
  heart	
  of	
  every	
  strategy	
  
–  New	
  agency	
  models	
  evolving,	
  
and	
  skillsets	
  required	
  
–  More	
  real	
  2me	
  and	
  agile,	
  and	
  
the	
  rise	
  and	
  rise	
  of	
  storytelling	
  
	
  

–  More	
  plaMorms,	
  devices	
  and	
  
personalisa2on	
  
–  Measurement	
  and	
  analy2cs	
  
	
  

WHAT	
  WON’T	
  CHANGE	
  	
  
–  It’s	
  s2ll	
  all	
  about	
  rela2onships	
  
–  Strategy	
  s2ll	
  starts	
  with	
  the	
  data,	
  
and	
  is	
  based	
  on	
  deep	
  and	
  
meaningful	
  insight	
  
–  There’s	
  s2ll	
  a	
  lot	
  to	
  figure	
  out,	
  not	
  
least	
  the	
  terminology	
  
	
  

ABOUT	
  

	
  
Defining Branded Content for the
Digital Age
Branded	
  content	
  means	
  different	
  things	
  to	
  different	
  people,	
  which	
  
causes	
  confusion,	
  and	
  hinders	
  its	
  progress	
  as	
  an	
  important	
  
marke2ng	
  concept.	
  That’s	
  why	
  the	
  Branded	
  Content	
  Marke/ng	
  
Associa/on	
  (BCMA)	
  recently	
  commissioned	
  research	
  by	
  Oxford	
  
Brookes	
  University	
  in	
  partnership	
  with	
  Ipsos	
  MORI	
  that	
  resulted	
  in	
  
the	
  following	
  overarching	
  defini2on:	
  

"Branded	
  content	
  is	
  any	
  content	
  associated	
  	
  
with	
  a	
  brand	
  in	
  the	
  eye	
  of	
  the	
  beholder”	
  
hSp://bit.ly/MGTdbD	
  
A Great Start, But
There’s	
  s2ll	
  client	
  confusion	
  because	
  
there	
  are	
  compe2ng	
  terms	
  that	
  
describe	
  the	
  same	
  or	
  similar	
  
prac2ce,	
  and	
  the	
  overarching	
  
defini2on	
  doesn’t	
  explain	
  the	
  
context	
  of	
  the	
  problem	
  that	
  branded	
  
content	
  is	
  there	
  to	
  solve,	
  e.g.	
  the	
  
Why,	
  and	
  the	
  What	
  for	
  Who,	
  
Where,	
  When,	
  and	
  How.	
  	
  

SHOPPING LIST?
ADVERTISER FUNDED PROGRAMMING
BRANDED CONTENT
BRANDED ENTERTAINMENT
BRAND PUBLISHING
CONTENT MARKETING
CONTENT STRATEGY
CUSTOMER ENGAGEMENT
SOCIAL MEDIA MARKETING
VIRAL MARKETING
ETC
2 sides of the Same Content Coin?
“Talking	
  about	
  branded	
  content	
  and	
  
content	
  marke/ng,	
  I	
  think	
  it’s	
  all	
  about	
  
one	
  word	
  that	
  connects	
  both,	
  and	
  that’s	
  
the	
  word	
  content.”	
  	
  

Jan	
  Godsk	
  
Founder,	
  
Founder	
  
Ideatakeaway,	
  
ideatakeaway	
   	
  
and	
  chairman,	
  	
  
BCMA	
  Scandinavia	
  
The Yin Yang of
Branded Content Marketing

BRANDED	
  
CONTENT	
  

CONTENT	
  
MARKETING	
  
Branded Content
More	
  irra2onal,	
  and	
  focused	
  
around	
  our	
  impressions,	
  such	
  as	
  
whether	
  we	
  like	
  a	
  brand,	
  share	
  
their	
  values,	
  etc.	
  Oen	
  describes	
  
content	
  that	
  is	
  more	
  entertaining	
  
and	
  emo2onally	
  engaging.	
  Used	
  
inten2onally	
  upstream	
  in	
  order	
  to	
  
help	
  shi	
  brand	
  preferences	
  and	
  
consumer	
  behaviours.	
  Used	
  more	
  
frequently	
  in	
  crea2ve	
  adver2sing	
  
circles	
  to	
  refer	
  to	
  story-­‐based	
  
video	
  content.	
  	
  

	
  

McCann	
  most	
  awarded	
  agency	
  in	
  the	
  history	
  
of	
  the	
  Cannes	
  Lions	
  Fes2val	
  of	
  Crea2vity	
  	
  
Content Marketing
More	
  ra2onal	
  and	
  product	
  USP-­‐
focused.	
  Oen	
  describes	
  content	
  
that	
  is	
  more	
  informa2ve/
journalis2c.	
  Used	
  downstream	
  
close	
  to	
  what	
  Google	
  calls	
  The	
  Zero	
  
Moment	
  of	
  Truth	
  (ZMOT).	
  Hence	
  
intent	
  oen	
  more	
  sales	
  orientated,	
  
its	
  use	
  within	
  B2B,	
  the	
  close	
  link	
  to	
  
SEO,	
  and	
  why	
  some	
  prefer	
  the	
  term	
  
brand	
  publishing.	
  

Image	
  Source:	
  The	
  Marke2ng	
  Score	
  Blog	
  	
  
hSp://bit.ly/1hxss5x	
  
And Branded Entertainment?
Used	
  by	
  some	
  to	
  describe	
  campaigns	
  
where	
  the	
  product	
  is	
  more	
  integrated	
  
into	
  the	
  content.	
  Oen	
  used	
  in	
  
connec2on	
  with	
  formats	
  such	
  as	
  
Adver2ser	
  Funded	
  Programming	
  (AFP)	
  
that	
  use	
  more	
  tradi2onal	
  media	
  like	
  TV,	
  
radio	
  and	
  even	
  film	
  (or	
  extended	
  from	
  
these	
  channels).	
  Can	
  overlap	
  with	
  
product	
  placement	
  and	
  sponsorship.	
  	
  
More Than Just Semantics?
Discussion	
  about	
  terminology	
  is	
  unlikely	
  to	
  
interest	
  anyone	
  outside	
  of	
  the	
  industry.	
  It	
  
may	
  simply	
  reflect	
  current	
  prac2ce	
  –
further	
  fragmenta2on	
  may	
  occur	
  as	
  
specialist	
  areas	
  get	
  carved	
  out	
  with	
  the	
  
evolu2on	
  of	
  branded	
  content	
  marke2ng	
  
approaches.	
  However,	
  it	
  provides	
  a	
  useful	
  
star2ng	
  point.	
  It's	
  important	
  to	
  have	
  a	
  
shared	
  lexicon,	
  so	
  we	
  can	
  communicate	
  
clearly	
  with	
  clients	
  and	
  each	
  other.	
  
A More Unified Approach Required
“I	
  oMen	
  hear	
  the	
  cry	
  “We	
  need	
  a	
  social	
  
media	
  strategy”	
  when	
  what	
  is	
  really	
  needed	
  
first	
  is	
  a	
  customer	
  engagement	
  strategy	
  
based	
  on	
  content.	
  It	
  is	
  unfortunate	
  that	
  
content	
  and	
  social	
  media	
  marke/ng,	
  which	
  
have	
  become	
  the	
  de	
  facto	
  way	
  of	
  explaining	
  
engagement	
  approaches	
  today,	
  are	
  too	
  
oMen	
  considered	
  separately.”	
  

Dr	
  Dave	
  Chaffey	
  
Analyst,	
  author,	
  
and	
  CEO	
  of	
  
Smart	
  Insights	
  
3 Circles of The Overarching Branded
Content Marketing Approach
CONTENT	
  
(CO)CREATION	
  

ENGAGEMENT	
  
MANAGEMENT	
  

MEASUREMENT	
  

DISTRIBUTION	
  

Idil	
  Cakim	
  
Analyst	
  +	
  author	
  
Implemen/ng	
  
Word	
  of	
  Mouth	
  
Marke/ng	
  
Strategic Considerations
•  What	
  kind	
  of	
  branded	
  content	
  is	
  created	
  (or	
  co-­‐
created)	
  by	
  who	
  and	
  for	
  whom?	
  
•  How	
  is	
  engagement	
  managed?	
  
•  How	
  is	
  content	
  distributed	
  i.e.	
  where	
  in	
  the	
  
converged	
  landscape	
  of	
  earned,	
  owned	
  and	
  paid	
  
media,	
  and	
  when	
  in	
  the	
  customer	
  decision	
  journey.	
  
•  How	
  is	
  the	
  success	
  of	
  the	
  different	
  parts	
  and	
  their	
  
sum	
  measured?	
  
No More Faking It!
•  There’s	
  been	
  a	
  shi	
  from	
  the	
  one-­‐to-­‐many	
  of	
  mass	
  
communica2on	
  to	
  where	
  the	
  masses	
  are	
  now	
  the	
  media	
  
(1-­‐2-­‐1	
  to	
  many).	
  
•  Your	
  brand	
  is	
  a	
  social	
  construct	
  that	
  you	
  no	
  longer	
  control.	
  
Brands	
  must	
  be	
  invited,	
  not	
  just	
  buy	
  their	
  way	
  in	
  nor	
  try	
  
and	
  catch	
  the	
  next	
  big	
  wave.	
  
•  Ensure	
  that	
  branded	
  content	
  marke2ng	
  strategies	
  are	
  
aligned	
  with	
  your	
  branding,	
  truly	
  consumer-­‐centric	
  and	
  
authen2c	
  –	
  or	
  you’ll	
  get	
  found	
  out!	
  	
  
Welcome to the Rise of
Narrative Brands
PERSONAL	
  
RELEVANCE	
  

DRIVING	
  
PURPOSE	
  

WHERE	
  SOCIAL	
  
SHOULD	
  LIVE	
  

CULTURAL	
  
CONTEXT	
  

Gretchen	
  Ramsey	
  
VP,	
  Strategy	
  
Tenthwave	
  Digital	
  
Driving Purpose
“A	
  purpose	
  is	
  simply	
  a	
  tangible	
  
reason	
  for	
  being	
  a	
  brand	
  (why	
  
the	
  brand	
  exists).	
  It's	
  that	
  flag	
  in	
  
the	
  ground,	
  that	
  rally	
  cry	
  that	
  
everything	
  ladders	
  to,	
  and	
  that	
  is	
  
visible	
  and	
  visceral	
  throughout	
  
the	
  en/re	
  consumer	
  experience.”	
  	
  
ADVENTURE	
  
Personal Relevance
“Personal	
  relevance	
  is	
  a	
  branded	
  content	
  feed	
  customised	
  
for	
  the	
  individual	
  user.	
  This	
  includes	
  helpful,	
  personal	
  
visualized	
  data	
  (think	
  loyalty	
  programming	
  and	
  smart	
  
CRM),	
  geo-­‐context,	
  as	
  well	
  as	
  compelling	
  social	
  graph	
  
integra/on.	
  Personal	
  relevance	
  is	
  at	
  nascent	
  stages.	
  As	
  we	
  
learn	
  more	
  about	
  how	
  to	
  use	
  big	
  data	
  intelligently	
  for	
  
individuals,	
  this	
  will	
  become	
  a	
  stronger	
  need	
  for	
  brands,	
  
especially	
  for	
  modern	
  CRM.”	
  
Cultural Context
“Branded	
  content	
  should	
  be	
  culturally	
  relevant	
  and	
  work	
  in	
  
synch	
  with	
  societal	
  shiMs	
  that	
  are	
  meaningful	
  for	
  the	
  brand.	
  	
  
This	
  includes	
  macro	
  cultural	
  trends	
  such	
  as	
  economic	
  
confidence,	
  and	
  micro	
  trends	
  that	
  can	
  include	
  fast-­‐moving	
  
culture	
  such	
  as	
  pop	
  culture	
  memes	
  and	
  relevant	
  news	
  of	
  the	
  
day.	
  This	
  should	
  be	
  filtered	
  through	
  a	
  social	
  persona,	
  which	
  is	
  a	
  
blend	
  of	
  both	
  the	
  brand	
  and	
  consumer	
  DNA.”	
  

	
  
The Future of Branded
Content Marketing
60+	
  industry	
  experts	
  
from	
  around	
  the	
  globe	
  
were	
  asked	
  what	
  they	
  
expect	
  to	
  see	
  change	
  
in	
  the	
  next	
  five	
  years,	
  
and	
  what	
  they	
  expect	
  
will	
  remain	
  the	
  same	
  	
  
(plus	
  ça	
  change,	
  plus	
  
c'est	
  la	
  même	
  chose).	
  	
  
	
  
Branded Content Marketing at Heart
of Every Marketing Strategy
•  Driven	
  by	
  digital	
  and	
  social,	
  stand-­‐out	
  examples,	
  and	
  
more	
  standardised	
  procedures.	
  
•  Moving	
  across	
  the	
  spectrum	
  to	
  become	
  less	
  isolated,	
  
more	
  integrated,	
  and	
  not	
  just	
  an	
  aerthought.	
  
•  Becoming	
  the	
  communica2on	
  norm	
  across	
  the	
  
organisa2on,	
  but	
  more	
  risks	
  s2ll	
  need	
  to	
  be	
  taken.	
  
To Develop Deeper Relationships
With 21st Century Audiences
 

 
“With	
  its	
  ability	
  to	
  draw	
  people	
  in	
  
naturally	
  through	
  entertaining,	
  
emo/onally	
  engaging	
  messaging,	
  branded	
  
content	
  will	
  con/nue	
  to	
  feature	
  in	
  more	
  
and	
  more	
  client	
  strategies	
  to	
  reach	
  21st	
  
century	
  audiences	
  and	
  develop	
  deeper	
  
rela/onships	
  with	
  them.”	
  

PJ	
  Pereira	
  
Chief	
  Crea2ve	
  Officer	
  
Pereira	
  &	
  O’Dell	
  	
  
New (Open And Collaborative)
Agency Models Will Emerge
•  Publishers	
  as	
  agencies	
  and/or	
  brand	
  alliances	
  facilitated	
  
by	
  agencies.	
  
•  More	
  and	
  different	
  kinds	
  of	
  celebrity	
  partnerships	
  and	
  
more	
  crea2ve	
  collabora2ons	
  with	
  beSer	
  marketplaces,	
  
and	
  new	
  (open	
  source)	
  business	
  models.	
  
•  Lines	
  will	
  con2nue	
  to	
  be	
  blurred	
  un2l	
  there	
  are	
  none	
  
le,	
  with	
  the	
  world	
  of	
  branded	
  content	
  marke2ng	
  being	
  
turned	
  upside	
  down.	
  	
  
Lines Will Continue to Blur Until
There Are No Lines Anymore
“Those	
  who	
  really	
  understand	
  social	
  media	
  
and	
  the	
  importance	
  of	
  truth	
  and	
  human	
  
connec/ons	
  will	
  increasingly	
  use	
  the	
  
mul/plying	
  and	
  diverse	
  channels	
  in	
  more	
  
and	
  more	
  interes/ng	
  ways	
  -­‐	
  blurring	
  the	
  
lines	
  un/l	
  there	
  are	
  no	
  lines	
  anymore.”	
  	
  

Sarah	
  Farrugia	
  
Thinker,	
  Strategist,	
  
Progressive	
  at	
  
Sarah	
  Farrugia	
  &	
  Company	
  
Publishers as Agencies and Brand
Alliances Facilitated by Agencies
More	
  Brands	
  Will	
  Be	
  Hiring Publishers
To Create Their Content
“Na/ve	
  Adver/sing	
  will	
  become	
  the	
  starlet	
  in	
  
the	
  blurred	
  lines	
  between	
  ads	
  and	
  content,	
  by	
  
reinven/ng	
  the	
  business	
  of	
  publishing	
  and	
  
snatching	
  the	
  emerging	
  markets.	
  A	
  growing	
  
number	
  of	
  publishers	
  will	
  create	
  their	
  own	
  
branded	
  content	
  divisions,	
  paid	
  media	
  
opera/ons,	
  brand	
  strategy	
  units	
  and	
  digital	
  
produc/on	
  services,	
  in-­‐house.”	
  

Patricia	
  Weiss	
  
Chairman	
  and	
  Founder	
  
BCMA	
  South	
  America	
  
But New Models Require
New Skill Sets
•  New	
  skill	
  sets	
  required	
  to	
  
understand	
  social	
  behaviour	
  
and	
  culture	
  beSer.	
  
•  The	
  dawn	
  of	
  the	
  pi-­‐shaped	
  
data	
  storytellers,	
  square-­‐
shaped	
  digital	
  strategists,	
  or	
  
just	
  more	
  diversity?	
  

THE	
  NEW	
  DIGITAL	
  STRATEGIST’S	
  SKILL	
  SET	
  

“What’s	
  beer	
  than	
  knowing	
  a	
  
lile	
  about	
  a	
  lot	
  and	
  a	
  lot	
  about	
  a	
  
lile?	
  Knowing	
  a	
  lot	
  about	
  a	
  lot.”	
  
Mike	
  Arauz,	
  Partner,	
  Undercurrent	
  
hSp://bit.ly/1fAg3i5	
  
To Understand Social Behaviour and
Culture Better
“Agencies	
  need	
  to	
  hire	
  behavioral	
  
economists	
  and	
  crea/ve	
  technologists	
  as	
  
well	
  as	
  individuals	
  that	
  truly	
  understand	
  
social	
  interac/on.	
  This	
  goes	
  well	
  beyond	
  
the	
  "social	
  media	
  specialist"	
  who	
  claims	
  to	
  
understand	
  how	
  to	
  evoke	
  more	
  tweets	
  out	
  
of	
  a	
  post.”	
  	
  

Doug	
  ScoP	
  
President	
  
OgilvyEntertainment	
  
Real Time and Agile?
•  Brands	
  to	
  become	
  “newsrooms	
  
for	
  their	
  niche”?	
  	
  
•  Or	
  simply	
  do	
  something	
  more	
  
‘addi2ve’,	
  evolving	
  beyond	
  real	
  
2me	
  opportunism,	
  to	
  be	
  more	
  
crea2ve,	
  experimental	
  and	
  
itera2ve?	
  
•  Let	
  go	
  and	
  liberalise	
  content	
  
crea2on,	
  or	
  invest	
  elsewhere!	
  

 
 
Or Something More Additive?
“I	
  predict	
  —	
  or,	
  perhaps	
  more	
  accurately,	
  I	
  
hope	
  —	
  that	
  brands	
  will	
  move	
  away	
  from	
  
their	
  real-­‐/me	
  marke/ng	
  obsession	
  and	
  
create	
  something	
  more	
  substan/ve	
  and	
  
las/ng.	
  The	
  Volvo	
  Trucks/Jean-­‐Claude	
  Van	
  
Damme	
  video	
  is	
  mesmerizing	
  and	
  the	
  
Lowe’s	
  ‘Fix	
  in	
  Six’	
  Vines	
  are	
  legi/mately	
  
helpful.	
  Seems	
  a	
  lot	
  more	
  addi/ve	
  than	
  
twee/ng	
  nonsense	
  during	
  the	
  Super	
  Bowl.”	
  

John	
  McDermoP	
  	
  
Staff	
  Writer	
  	
  
Digiday	
  
The Rise and Rise of Storytelling
•  More	
  authen2c,	
  entertaining,	
  engaging	
  and	
  purposeful	
  
content	
  that	
  resonates	
  emo2onally	
  –	
  or	
  perhaps	
  just	
  
more	
  useful	
  content?	
  
•  More	
  involving,	
  less	
  interrup2ve,	
  more	
  interes2ng	
  
original	
  content	
  funded	
  and	
  distributed	
  by	
  brands.	
  
•  Making	
  good	
  stories	
  more	
  important	
  than	
  ever	
  to	
  cut	
  
through	
  the	
  content	
  cluSer	
  that’s	
  growing	
  over	
  an	
  
increasing	
  number	
  of	
  channels.	
  
It Was Ever Thus, or Storytelling
Changes Everything?
“Brands	
  are	
  going	
  to	
  have	
  to	
  change	
  their	
  
processes	
  and	
  do	
  something	
  marketers	
  
don’t	
  like	
  to	
  do	
  and	
  don’t	
  do	
  easily.	
  They	
  
have	
  to	
  change	
  the	
  skill	
  sets	
  of	
  the	
  people	
  
they	
  hire.	
  They	
  have	
  to	
  change	
  the	
  /me	
  
frames	
  they	
  work	
  on.	
  They	
  have	
  to	
  change	
  
the	
  way	
  they	
  allocate	
  and	
  think	
  about	
  
budgets.	
  They	
  have	
  to	
  change	
  their	
  
defini/on	
  of	
  crea/vity.”	
  

ScoP	
  Donaton	
  
Chief	
  Content	
  Officer	
  
UM	
  
More Platforms, Devices
and Personalisation
•  Op2misa2on	
  will	
  become	
  the	
  norm,	
  pusng	
  distribu2on	
  at	
  
the	
  heart	
  of	
  any	
  strategy.	
  
•  What	
  we’ll	
  consume	
  and	
  share,	
  and	
  how	
  we	
  share	
  it,	
  will	
  
also	
  change.	
  It	
  will	
  become	
  more	
  personalised,	
  pulled	
  not	
  
pushed,	
  and	
  more	
  contextual.	
  
•  Content	
  shis	
  triggered	
  by	
  mobile,	
  shared	
  by	
  the	
  second	
  
screen,	
  and	
  expanded	
  through	
  smart	
  displays,	
  eventually	
  
moving	
  off	
  screen	
  to	
  become	
  part	
  of	
  our	
  branded	
  life.	
  
It’ll Be Less About Branded Content,
More About Your Branded Life
“It	
  will	
  be	
  an	
  increasingly	
  screenless	
  world	
  less	
  
about	
  desktop	
  computers	
  and	
  more	
  about	
  an	
  
internet	
  of	
  things.	
  Branded	
  content	
  moving	
  off	
  
screen	
  means	
  things	
  like	
  making	
  a	
  branded	
  
gesture	
  mnemonic	
  to	
  access	
  the	
  brand	
  -­‐	
  think	
  
about	
  tracing	
  out	
  the	
  Heineken	
  star	
  when	
  you	
  
walk	
  into	
  a	
  bar	
  to	
  access	
  content	
  or	
  order	
  a	
  beer.	
  
Think	
  of	
  it	
  less	
  about	
  branded	
  content,	
  more	
  about	
  
your	
  branded	
  life.”	
  

James	
  Kirkham	
  
Global	
  Head:	
  	
  
Social	
  &	
  Mobile	
  
Leo	
  BurneS	
  
Brands Acting More Like
Media Owners
•  We’ll	
  see	
  more	
  brands	
  develop	
  their	
  own	
  media.	
  
•  The	
  lines	
  between	
  earned	
  and	
  owned	
  media	
  will	
  
con2nue	
  to	
  blur	
  with	
  the	
  rise	
  of	
  “fractured	
  passion	
  
centres”	
  and	
  content	
  cura2on.	
  
•  Customer	
  stories	
  becoming	
  more	
  important	
  than	
  brand	
  
ones	
  than	
  ever	
  before,	
  increasing	
  the	
  need	
  for	
  earned	
  
media	
  planning.	
  
Blurring The Lines Between Earned
and Owned Media
From Wearable Tech To Get Back
Where We Started From?
•  Learn	
  to	
  make	
  the	
  most	
  of	
  wearable	
  tech.	
  Navigate	
  
through	
  the	
  internet	
  of	
  things	
  and	
  hyper	
  geo-­‐loca2on	
  via	
  
mobile	
  to	
  an	
  increasingly	
  screenless	
  world	
  to	
  interact	
  with	
  
a	
  brand	
  construct.	
  
•  Marke2ng	
  to	
  become	
  more	
  service	
  orientated,	
  
programma2c,	
  and	
  require	
  a	
  lot	
  more	
  computa2onal	
  
power,	
  to	
  get	
  back	
  to	
  where	
  we	
  started	
  from.	
  
Radio Revisited?
“9	
  out	
  of	
  10	
  people	
  listen,	
  engage	
  and	
  
interact	
  with	
  radio,	
  and	
  do	
  so	
  across	
  an	
  
ever-­‐growing	
  selec/on	
  of	
  digital	
  plakorms.	
  
So	
  branded	
  audio	
  content	
  of	
  the	
  future	
  
needs	
  to	
  engage	
  with	
  audiences	
  across	
  a	
  
wide	
  variety	
  of	
  different	
  plakorms,	
  
including	
  DAB,	
  mobile,	
  tablets,	
  podcasts	
  
and	
  online	
  plakorms.”	
  

Karen	
  Pearson	
  	
  
CEO	
  and	
  Founder	
  
Folded	
  Wing	
  
Or eBook Publishing?
Measurement and Analytics With
Increasing Fragmentation
•  No	
  shortage	
  of	
  industry	
  measurement	
  standard	
  
ini2a2ves	
  bringing	
  rigour,	
  but	
  they’re	
  oen	
  driven	
  by	
  
measurement	
  tools.	
  
•  Danger	
  of	
  measuring	
  data	
  for	
  the	
  sake	
  of	
  it,	
  rather	
  
than	
  looking	
  at	
  how	
  the	
  whole	
  is	
  greater	
  than	
  the	
  
sum	
  of	
  the	
  parts.	
  
•  More	
  accountability	
  and	
  analysis	
  required.	
  
Enter the Age of
Humanistic Marketing
“Average	
  people	
  reach	
  thousands	
  of	
  others	
  
on	
  any	
  given	
  day,	
  and	
  so	
  a	
  brand’s	
  Facebook	
  
fans	
  now	
  have	
  more	
  reach	
  than	
  the	
  brand.	
  	
  
We	
  cannot	
  rely	
  on	
  the	
  mass	
  market	
  
tendencies	
  of	
  the	
  past	
  and	
  instead	
  need	
  to	
  
focus	
  on	
  what	
  makes	
  customers	
  people	
  –	
  the	
  
values	
  they	
  share,	
  what	
  is	
  important	
  to	
  
them,	
  what	
  they	
  are	
  interested	
  in	
  and	
  what	
  
they	
  want	
  to	
  talk	
  about.”	
  

Eric	
  Schwamberger	
  
Strategy	
  Partner	
  
Tenthwave	
  Digital	
  
New Tools Getting
More Sophisticated
•  Improved	
  seman2c	
  analysis	
  and	
  predic2ve	
  modelling	
  
leads	
  to	
  beSer	
  sense	
  of	
  who	
  wants	
  what,	
  beSer	
  
understanding	
  of	
  the	
  value	
  of	
  what	
  they	
  share	
  and	
  beSer	
  
targe2ng	
  of	
  the	
  ‘material’.	
  	
  
•  More	
  crea2ve	
  scope	
  for	
  craing	
  messages,	
  with	
  
emo2onal	
  data	
  becoming	
  ubiquitous.	
  
•  But	
  more	
  thought	
  needed	
  about	
  going	
  beyond	
  historical	
  
data	
  to	
  give	
  people	
  what	
  they	
  don't	
  know	
  they	
  need	
  yet.	
  
Predictive Modelling for a Better
Sense of Who Wants What
“One	
  of	
  the	
  biggest	
  differences	
  that	
  we’re	
  
going	
  to	
  see	
  as	
  we	
  get	
  into	
  more	
  predic/ve	
  
fields	
  is	
  brands	
  and	
  agencies	
  trying	
  to	
  predict	
  
what	
  content	
  people	
  are	
  going	
  to	
  respond	
  to	
  
and	
  how	
  they’re	
  going	
  to	
  respond.	
  And	
  even	
  
predict	
  which	
  ways	
  that	
  they’re	
  going	
  to	
  want	
  
to	
  respond	
  in	
  turn.”	
  

David	
  Berkowitz	
  
CMO	
  
MR	
  Y	
  
More Bespoke Metrics and People
Valued on Purchase Probabilities?
•  Tracking	
  through	
  to	
  purchase	
  without	
  requiring	
  the	
  
capturing	
  of	
  lead	
  data,	
  and	
  the	
  valuing	
  of	
  individuals	
  
based	
  on	
  purchase	
  probabili2es.	
  
•  Brands	
  will	
  demand	
  more	
  bespoke	
  metrics.	
  
•  In	
  the	
  mean2me	
  longer-­‐term	
  view	
  maybe	
  required,	
  but	
  	
  
you	
  can	
  start	
  with	
  a	
  simple	
  tracker	
  survey.	
  
Research to Get Turned on its Head
by The Explosion of More Data
“The	
  more	
  that	
  media	
  can	
  be	
  delivered	
  on	
  an	
  
individual	
  basis	
  and	
  therefore	
  become	
  
disaggregated,	
  then	
  that	
  whole	
  way	
  of	
  thinking	
  
is	
  going	
  to	
  be	
  challenged.	
  It	
  will	
  become	
  much	
  
more	
  about	
  what	
  people	
  do	
  than	
  what	
  audience	
  
group	
  they	
  are	
  in...	
  This	
  changes	
  everything	
  in	
  
terms	
  of	
  how	
  media	
  works	
  and	
  who	
  should	
  be	
  
on	
  the	
  team	
  to	
  deliver	
  and	
  evaluate	
  it.	
  ”	
  

Tim	
  Foley	
  
MD	
  
pointlogic	
  
It’ll Still be All About Relationships
“Marke/ng	
  fundamentals	
  will	
  remain	
  the	
  
same,	
  namely	
  that	
  the	
  rela/onship	
  with	
  
customers	
  and	
  clients	
  will	
  be	
  built	
  one	
  
person	
  at	
  a	
  /me.	
  We	
  can’t	
  be	
  blinded	
  by	
  
the	
  light	
  of	
  bright	
  shiny	
  objects	
  to	
  ever,	
  
ever	
  forget	
  that	
  rela/onships	
  are	
  
paramount.”	
  

Charlene	
  Li	
  
Analyst,	
  Author,	
  
and	
  Founder	
  
The	
  Al2meter	
  Group	
  
Strategy Still Starts with the Data
•  Go	
  beyond	
  the	
  desk	
  to	
  find	
  real	
  insight	
  and	
  opportuni2es,	
  
and	
  to	
  help	
  create	
  content	
  that	
  resonates.	
  
•  Brands	
  will	
  s2ll	
  be	
  struggling	
  to	
  join	
  all	
  the	
  dots.	
  
•  People	
  will	
  s2ll	
  be	
  sharing	
  content	
  and	
  caring	
  more	
  about	
  
themselves	
  than	
  brands.	
  
•  Where	
  consumers	
  go	
  brands	
  will	
  con2nue	
  to	
  follow,	
  
par2cularly	
  with	
  video-­‐based	
  branded	
  content.	
  
Important That Strategies are Based
on Deep and Meaningful Insight
"Based	
  on	
  current	
  projec/ons	
  for	
  the	
  growth	
  
of	
  technology	
  and	
  social	
  media,	
  it	
  is	
  
apparent	
  that	
  branded	
  content	
  will	
  be	
  at	
  the	
  
heart	
  of	
  every	
  campaign.	
  What	
  will	
  s/ll	
  be	
  of	
  
the	
  utmost	
  importance	
  is	
  that	
  the	
  strategy	
  
for	
  any	
  branded	
  content	
  campaign	
  is	
  based	
  
on	
  deep	
  and	
  meaningful	
  consumer	
  insight."	
  	
  

Andrew	
  Canter	
  
CEO	
  
BCMA	
  
©	
  BBP	
  Media	
  /	
  Giuseppe	
  Toppers	
  	
  
And Finally
•  There	
  will	
  s2ll	
  be	
  ground-­‐breaking	
  branded	
  content	
  
marke2ng,	
  but	
  old	
  media	
  habits	
  will	
  con2nue	
  to	
  die	
  hard,	
  
and	
  we’re	
  about	
  to	
  be	
  deluged	
  by	
  more	
  crap.	
  
•  Experts	
  will	
  con2nue	
  to	
  disagree	
  about	
  what	
  the	
  future	
  
holds,	
  par2cularly	
  whether	
  we’ll	
  figure	
  out	
  the	
  secret	
  of	
  
branded	
  content	
  marke2ng	
  success.	
  
•  We’ll	
  s2ll	
  have	
  a	
  lot	
  of	
  figuring	
  out	
  to	
  do	
  and	
  con2nue	
  to	
  
be	
  dissa2sfied	
  with	
  the	
  terminology.	
  	
  	
  	
  
We’ll Continue to be Dissatisfied
with the Terminology
“Within	
  the	
  next	
  five	
  years	
  the	
  world	
  of	
  
content	
  marke/ng	
  will	
  be	
  turned	
  upside	
  
down,	
  even	
  if	
  businesses	
  are	
  s/ll	
  prac/cing	
  it	
  
(and	
  to	
  a	
  greater	
  degree	
  than	
  today).	
  Only	
  
10-­‐15%	
  will	
  regularly	
  prac/ce	
  content	
  
marke/ng	
  really	
  well.	
  And	
  people	
  s/ll	
  won’t	
  
be	
  really	
  sa/sfied	
  with	
  the	
  word	
  “content”	
  or	
  
the	
  expression	
  “content	
  marke/ng”.”	
  

Ryan	
  Skinner	
  
Senior	
  Analyst	
  –	
  	
  
Content	
  Marke2ng,	
  	
  
Forrester	
  Research	
  
Report Curator
Jus2n	
  Kirby	
  is	
  an	
  Internet	
  veteran	
  who	
  has	
  been	
  
wri2ng	
  about	
  interac2ve	
  technologies	
  and	
  digital	
  
marke2ng	
  since	
  the	
  early	
  90s.	
  His	
  books	
  include	
  
Connected	
  Marke/ng	
  (2005),	
  Best	
  of	
  Branded	
  
Content	
  Marke/ng	
  (2013),	
  and	
  the	
  forthcoming	
  
Best	
  of	
  Branded	
  Content	
  Marke/ng:	
  10th	
  
Anniversary	
  Edi/on.	
  He	
  chairs	
  and	
  speaks	
  at	
  
conferences	
  around	
  the	
  globe,	
  and	
  heads	
  up	
  
strategic	
  content	
  marke2ng	
  at	
  Tenthwave,	
  the	
  
new	
  interac2ve	
  agency	
  from	
  the	
  US	
  whose	
  clients	
  
include	
  Facebook,	
  Google	
  and	
  eBay.	
  

Jus$n	
  Kirby	
  
VP,	
  Strategic	
  Content	
  	
  
Marke2ng	
  
Tenthwave	
  
www.afluxstate.com	
  
@juzzie	
  
Report Partner
This	
  report	
  was	
  produced	
  in	
  partnership	
  with	
  the	
  Branded	
  
Content	
  Marke2ng	
  Associa2on	
  (BCMA).	
  
Launched	
  in	
  2003,	
  the	
  BCMA	
  is	
  the	
  global	
  trade	
  body	
  for	
  
branded	
  content,	
  with	
  members	
  throughout	
  Europe,	
  Australia,	
  
Asia/Pacific,	
  Scandinavia,	
  South	
  America,	
  Russia	
  and	
  North	
  
America.	
  
It	
  brings	
  together	
  and	
  benefits	
  a	
  broad	
  spectrum	
  of	
  content	
  
creators	
  and	
  owners,	
  including	
  organisa2ons	
  from	
  the	
  
adver2sing,	
  brand	
  development,	
  sponsorship,	
  media,	
  
broadcas2ng,	
  digital,	
  social	
  media,	
  programming	
  and	
  
entertainment	
  industries.	
  
The	
  BCMA	
  strives	
  to	
  promote	
  best	
  prac2ce,	
  shared	
  learning	
  
and	
  grow	
  the	
  branded	
  content	
  market	
  to	
  a	
  wider	
  audience.	
  	
  

www.thebcma.info	
  
@theBCMA	
  
Report Contributors
Charlene	
  Li,	
  the	
  co-­‐author	
  of	
  the	
  bestseller	
  
Groundswell,	
  author	
  of	
  the	
  New	
  York	
  Times	
  
bestseller	
  Open	
  Leadership,	
  and	
  founder	
  of	
  
Al2meter	
  Group	
  (USA)	
  

Bjoern	
  Asmussen,	
  Senior	
  lecturer	
  in	
  marke2ng	
  at	
  
Oxford	
  Brookes	
  University	
  (UK)	
  

Jan	
  Godsk,	
  Founder	
  Ideatakeaway	
  and	
  chairman	
  of	
  
the	
  BCMA	
  Scandinavia	
  (Denmark)	
  

Melissa	
  Hopkins,	
  Global	
  head	
  of	
  brand	
  marcomms	
  
at	
  Vodafone	
  (UK)	
  

Mark	
  Welland,	
  Founder	
  of	
  New	
  Media	
  Works	
  (UK)	
  

Max	
  Garner,	
  Managing	
  partner	
  at	
  Aegis	
  Media	
  (UK)	
  

Ryan	
  Skinner,	
  Senior	
  analyst	
  –	
  content	
  marke2ng	
  at	
  
Forrester	
  Research	
  (UK)	
  

Robert	
  Bean,	
  Founder	
  of	
  Robert	
  Bean	
  Branding	
  (UK)	
  

Idil	
  Cakim,	
  analyst	
  and	
  author	
  of	
  Implemen2ng	
  
Word	
  of	
  Mouth	
  (USA)	
  
Dave	
  Chaffey,	
  CEO	
  at	
  Smart	
  Insights	
  (UK)	
  
Doug	
  Kessler,	
  Founder	
  of	
  Velocity	
  Partners	
  (UK)	
  
Chris	
  Gorell	
  Barnes,	
  CEO	
  at	
  Adjust	
  Your	
  Set™	
  (UK)	
  
Nick	
  Mercer,	
  Commercial	
  director	
  at	
  Eurostar	
  (UK)	
  
	
  

Chris	
  Sice,	
  Managing	
  director	
  at	
  Blended	
  Republic	
  
(UK)	
  

Barney	
  Worfolk-­‐Smith,	
  Head	
  of	
  crea2ve	
  solu2ons	
  at	
  
Unruly	
  (UK)	
  
Patricia	
  Weiss,	
  Chief	
  strategy	
  officer	
  at	
  Asas	
  da	
  
Imaginação,	
  and	
  chairman	
  of	
  the	
  BCMA	
  South	
  
America	
  (Brazil)	
  
PJ	
  Pereira,	
  Chief	
  crea2ve	
  officer	
  at	
  Pereira	
  &	
  O'Dell	
  
(USA)	
  
	
  

>>>	
  
Daniel	
  Bô,	
  CEO	
  and	
  founder	
  of	
  QualiQuan2,	
  and	
  
author	
  of	
  Brand	
  Content	
  (2009),	
  and	
  Brand	
  Culture	
  
(2013)	
  (France)	
  
Stephen	
  Waddington,	
  President	
  elect	
  of	
  the	
  CIPR,	
  
director	
  of	
  Ketchum	
  Europe,	
  and	
  author	
  of	
  Brand	
  
Anarchy	
  and	
  #BrandVandals	
  (UK)	
  

Michael	
  Reeves,	
  Business	
  development	
  director	
  at	
  Red	
  
Bee	
  Media	
  (UK)	
  
Joanna	
  ScarraP,	
  Head	
  of	
  brand	
  partnership	
  at	
  United	
  
Agents	
  (UK)	
  
Jadis	
  Tillery,	
  Social	
  media	
  strategist,	
  advisor	
  and	
  
speaker	
  (UK)	
  

Uroš	
  Goričan,	
  Crea2ve	
  director	
  at	
  Publicis	
  Slovenija	
  
(Slovenia)	
  

Steve	
  Ackerman,	
  Managing	
  director	
  at	
  Somethin'	
  Else	
  
(UK)	
  

Andrew	
  Canter,	
  CEO	
  of	
  the	
  BCMA	
  (UK)	
  

Crispin	
  Reed,	
  Managing	
  Director	
  at	
  Fusion	
  Learning	
  
(UK)	
  

Chris	
  Smith,	
  Business	
  development	
  director	
  at	
  
Romelle	
  Swire	
  (UK)	
  
John	
  McDermoP,	
  Staff	
  Writer	
  at	
  Digiday	
  (USA)	
  
Sandra	
  Freisinger-­‐Heinl,	
  Journalist	
  at	
  Branded	
  
Entertainment	
  Online	
  (BEO),	
  and	
  managing	
  director	
  
at	
  MA	
  Media	
  Agency	
  (Germany)	
  

Morgan	
  Holt,	
  Chairman	
  of	
  the	
  BCMA	
  (UK)	
  
Stan	
  Joseph,	
  CEO	
  at	
  Ochre	
  Moving	
  Pictures	
  (South	
  
Africa)	
  
Sarah	
  Farrugia,	
  Thinker,	
  strategist,	
  progressive	
  at	
  
Sarah	
  Farrugia	
  &	
  Company	
  (UK)	
  

Chantal	
  Rickards,	
  Head	
  of	
  programming	
  -­‐	
  branded	
  
content	
  EMEA	
  at	
  MEC	
  (UK)	
  

Sarah	
  Wood,	
  COO	
  at	
  Unruly	
  	
  (UK)	
  

Jason	
  Hughes,	
  Head	
  of	
  branded	
  content	
  and	
  
product	
  placement	
  at	
  Sky	
  MEDIA	
  (UK)	
  

	
  

	
  

Gretchen	
  Ramsey,	
  VP,	
  strategy	
  at	
  Tenthwave	
  (USA)	
  
	
  

>>>	
  
Chris	
  Clarke,	
  Chief	
  Crea2ve	
  Officer	
  at	
  DigitasLBi	
  
(UK)	
  
Minter	
  Dial,	
  Professional	
  speaker,	
  consultant,	
  
coach,	
  and	
  brand	
  and	
  digital	
  marke2ng	
  strategist	
  at	
  
the	
  TheMyndset.com	
  (France/UK)	
  

David	
  Berkowitz,	
  Chief	
  Marke2ng	
  Officer	
  at	
  MRY	
  (USA)	
  
James	
  Kirkham,	
  Global	
  head:	
  social	
  and	
  mobile	
  at	
  Leo	
  
BurneS	
  (UK)	
  
Samantha	
  Glynne,	
  Managing	
  partner	
  at	
  Publicis	
  
Entertainment	
  (UK)	
  

Sean	
  McKeown,	
  Commercial	
  Director	
  at	
  Mumbrella	
  
Asia	
  (Singapore)	
  

Eric	
  Schwamberger,	
  Strategy	
  Partner	
  at	
  Tenthwave	
  
(USA)	
  

Doug	
  ScoP,	
  President	
  at	
  Ogilvy	
  Entertainment	
  
(USA)	
  

Karen	
  Pearson,	
  CEO	
  and	
  Founder	
  of	
  Folded	
  Wing	
  (UK)	
  

Paul	
  Bay,	
  Founder	
  of	
  Ci2zenbay	
  (UK)	
  
Mario	
  Yiannacou,	
  Media	
  and	
  adver2sing	
  manager	
  
at	
  ISBA	
  (UK)	
  
Tony	
  Chow,	
  Media	
  consultant	
  and	
  chief	
  storyteller	
  
at	
  What’s	
  your	
  Story	
  Inc	
  (Singapore)	
  
Katy	
  Howell,	
  CEO	
  at	
  immediate	
  future	
  (UK)	
  
ScoP	
  Donaton,	
  Chief	
  Content	
  Officer	
  at	
  UM	
  (USA)	
  

Kami	
  Watson	
  Huyse,	
  CEO	
  at	
  Zoe2ca	
  (USA)	
  
Stewart	
  Thomson,	
  Research	
  director	
  at	
  Ipsos	
  MORI,	
  
Media	
  CT	
  Division	
  (UK)	
  
Ian	
  Wright,	
  Managing	
  director	
  at	
  Tapestry	
  Research	
  
(UK)	
  
Tim	
  Foley,	
  Managing	
  director	
  at	
  pointlogic	
  (UK)	
  
Drew	
  Rayman,	
  Managing	
  parter	
  at	
  Tenthwave	
  (USA)	
  

Mark	
  Wood,	
  Partner	
  at	
  Krempelwood	
  (UK)	
  

Leo	
  Liang,	
  Senior	
  director	
  of	
  na2onal	
  business	
  
development	
  of	
  Youku	
  Tudou	
  Inc	
  (China)	
  

Drew	
  Neisser,	
  Founder	
  and	
  CEO	
  of	
  Renegade	
  (USA)	
  

Graham	
  Goodkind,	
  Founder	
  of	
  Frank	
  PR	
  (UK)	
  

	
  
More About The Book
• 
• 
• 
• 
• 

13	
  of	
  the	
  best	
  recent	
  branded	
  content	
  
marke2ng	
  campaigns	
  from	
  cusng-­‐edge	
  brands	
  
and	
  award-­‐winning	
  agencies.	
  
Emerging	
  market	
  reports	
  from	
  Brazil	
  and	
  Russia	
  
Ipsos	
  MORI	
  +	
  Oxford	
  Brookes	
  University	
  
research	
  review.	
  
How	
  to	
  make	
  more	
  successful	
  social	
  video	
  
content.	
  
Predic2ons	
  about	
  the	
  future	
  from	
  60+	
  experts	
  
around	
  the	
  world.	
  

Download	
  the	
  full	
  edi2on	
  of	
  the	
  book	
  at	
  
hSp://thebcma.info/best-­‐prac2ces/ebooks/	
  	
  
from	
  18	
  March	
  2014.	
  

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BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marketing Association)

  • 2.     Plus Ça Change,   Plus C'est La Même Chose This  presenta2on  is  an  edited  preview  of  my   expert  predic2ons  chapter  from  the  Best  of   Branded  Content  Marke/ng:  10th  Anniversary   Edi/on  ebook  and  an  accompanying  report  that   are  due  to  be  released  later  this  month.  The  plus   ça  change  theme  was  prompted  by  feedback   from  the  analyst,  author  and  founder  of  Al2meter   Group  Charlene  Li  who  pointed  out  that,  despite   the  many  different  sites,  technologies  and   business  models  we  have  today,  “the   fundamentals  of  marke2ng  have  remained  the   same  –  as  have  the  challenges.“     Jus$n  Kirby   VP,  Strategic  Content     Marke2ng   Tenthwave  
  • 3. Table of Contents   WHERE  WE  ARE   –  An  overarching  defini2on   –  Developing  a  shared  lexicon   –  The  strategic  considera2ons     WHAT  WILL  CHANGE   –  Branded  content  marke2ng  at   the  heart  of  every  strategy   –  New  agency  models  evolving,   and  skillsets  required   –  More  real  2me  and  agile,  and   the  rise  and  rise  of  storytelling     –  More  plaMorms,  devices  and   personalisa2on   –  Measurement  and  analy2cs     WHAT  WON’T  CHANGE     –  It’s  s2ll  all  about  rela2onships   –  Strategy  s2ll  starts  with  the  data,   and  is  based  on  deep  and   meaningful  insight   –  There’s  s2ll  a  lot  to  figure  out,  not   least  the  terminology     ABOUT    
  • 4. Defining Branded Content for the Digital Age Branded  content  means  different  things  to  different  people,  which   causes  confusion,  and  hinders  its  progress  as  an  important   marke2ng  concept.  That’s  why  the  Branded  Content  Marke/ng   Associa/on  (BCMA)  recently  commissioned  research  by  Oxford   Brookes  University  in  partnership  with  Ipsos  MORI  that  resulted  in   the  following  overarching  defini2on:   "Branded  content  is  any  content  associated     with  a  brand  in  the  eye  of  the  beholder”   hSp://bit.ly/MGTdbD  
  • 5. A Great Start, But There’s  s2ll  client  confusion  because   there  are  compe2ng  terms  that   describe  the  same  or  similar   prac2ce,  and  the  overarching   defini2on  doesn’t  explain  the   context  of  the  problem  that  branded   content  is  there  to  solve,  e.g.  the   Why,  and  the  What  for  Who,   Where,  When,  and  How.     SHOPPING LIST? ADVERTISER FUNDED PROGRAMMING BRANDED CONTENT BRANDED ENTERTAINMENT BRAND PUBLISHING CONTENT MARKETING CONTENT STRATEGY CUSTOMER ENGAGEMENT SOCIAL MEDIA MARKETING VIRAL MARKETING ETC
  • 6. 2 sides of the Same Content Coin? “Talking  about  branded  content  and   content  marke/ng,  I  think  it’s  all  about   one  word  that  connects  both,  and  that’s   the  word  content.”     Jan  Godsk   Founder,   Founder   Ideatakeaway,   ideatakeaway     and  chairman,     BCMA  Scandinavia  
  • 7. The Yin Yang of Branded Content Marketing BRANDED   CONTENT   CONTENT   MARKETING  
  • 8. Branded Content More  irra2onal,  and  focused   around  our  impressions,  such  as   whether  we  like  a  brand,  share   their  values,  etc.  Oen  describes   content  that  is  more  entertaining   and  emo2onally  engaging.  Used   inten2onally  upstream  in  order  to   help  shi  brand  preferences  and   consumer  behaviours.  Used  more   frequently  in  crea2ve  adver2sing   circles  to  refer  to  story-­‐based   video  content.       McCann  most  awarded  agency  in  the  history   of  the  Cannes  Lions  Fes2val  of  Crea2vity    
  • 9. Content Marketing More  ra2onal  and  product  USP-­‐ focused.  Oen  describes  content   that  is  more  informa2ve/ journalis2c.  Used  downstream   close  to  what  Google  calls  The  Zero   Moment  of  Truth  (ZMOT).  Hence   intent  oen  more  sales  orientated,   its  use  within  B2B,  the  close  link  to   SEO,  and  why  some  prefer  the  term   brand  publishing.   Image  Source:  The  Marke2ng  Score  Blog     hSp://bit.ly/1hxss5x  
  • 10. And Branded Entertainment? Used  by  some  to  describe  campaigns   where  the  product  is  more  integrated   into  the  content.  Oen  used  in   connec2on  with  formats  such  as   Adver2ser  Funded  Programming  (AFP)   that  use  more  tradi2onal  media  like  TV,   radio  and  even  film  (or  extended  from   these  channels).  Can  overlap  with   product  placement  and  sponsorship.    
  • 11. More Than Just Semantics? Discussion  about  terminology  is  unlikely  to   interest  anyone  outside  of  the  industry.  It   may  simply  reflect  current  prac2ce  – further  fragmenta2on  may  occur  as   specialist  areas  get  carved  out  with  the   evolu2on  of  branded  content  marke2ng   approaches.  However,  it  provides  a  useful   star2ng  point.  It's  important  to  have  a   shared  lexicon,  so  we  can  communicate   clearly  with  clients  and  each  other.  
  • 12. A More Unified Approach Required “I  oMen  hear  the  cry  “We  need  a  social   media  strategy”  when  what  is  really  needed   first  is  a  customer  engagement  strategy   based  on  content.  It  is  unfortunate  that   content  and  social  media  marke/ng,  which   have  become  the  de  facto  way  of  explaining   engagement  approaches  today,  are  too   oMen  considered  separately.”   Dr  Dave  Chaffey   Analyst,  author,   and  CEO  of   Smart  Insights  
  • 13. 3 Circles of The Overarching Branded Content Marketing Approach CONTENT   (CO)CREATION   ENGAGEMENT   MANAGEMENT   MEASUREMENT   DISTRIBUTION   Idil  Cakim   Analyst  +  author   Implemen/ng   Word  of  Mouth   Marke/ng  
  • 14. Strategic Considerations •  What  kind  of  branded  content  is  created  (or  co-­‐ created)  by  who  and  for  whom?   •  How  is  engagement  managed?   •  How  is  content  distributed  i.e.  where  in  the   converged  landscape  of  earned,  owned  and  paid   media,  and  when  in  the  customer  decision  journey.   •  How  is  the  success  of  the  different  parts  and  their   sum  measured?  
  • 15. No More Faking It! •  There’s  been  a  shi  from  the  one-­‐to-­‐many  of  mass   communica2on  to  where  the  masses  are  now  the  media   (1-­‐2-­‐1  to  many).   •  Your  brand  is  a  social  construct  that  you  no  longer  control.   Brands  must  be  invited,  not  just  buy  their  way  in  nor  try   and  catch  the  next  big  wave.   •  Ensure  that  branded  content  marke2ng  strategies  are   aligned  with  your  branding,  truly  consumer-­‐centric  and   authen2c  –  or  you’ll  get  found  out!    
  • 16. Welcome to the Rise of Narrative Brands PERSONAL   RELEVANCE   DRIVING   PURPOSE   WHERE  SOCIAL   SHOULD  LIVE   CULTURAL   CONTEXT   Gretchen  Ramsey   VP,  Strategy   Tenthwave  Digital  
  • 17. Driving Purpose “A  purpose  is  simply  a  tangible   reason  for  being  a  brand  (why   the  brand  exists).  It's  that  flag  in   the  ground,  that  rally  cry  that   everything  ladders  to,  and  that  is   visible  and  visceral  throughout   the  en/re  consumer  experience.”     ADVENTURE  
  • 18. Personal Relevance “Personal  relevance  is  a  branded  content  feed  customised   for  the  individual  user.  This  includes  helpful,  personal   visualized  data  (think  loyalty  programming  and  smart   CRM),  geo-­‐context,  as  well  as  compelling  social  graph   integra/on.  Personal  relevance  is  at  nascent  stages.  As  we   learn  more  about  how  to  use  big  data  intelligently  for   individuals,  this  will  become  a  stronger  need  for  brands,   especially  for  modern  CRM.”  
  • 19. Cultural Context “Branded  content  should  be  culturally  relevant  and  work  in   synch  with  societal  shiMs  that  are  meaningful  for  the  brand.     This  includes  macro  cultural  trends  such  as  economic   confidence,  and  micro  trends  that  can  include  fast-­‐moving   culture  such  as  pop  culture  memes  and  relevant  news  of  the   day.  This  should  be  filtered  through  a  social  persona,  which  is  a   blend  of  both  the  brand  and  consumer  DNA.”    
  • 20. The Future of Branded Content Marketing 60+  industry  experts   from  around  the  globe   were  asked  what  they   expect  to  see  change   in  the  next  five  years,   and  what  they  expect   will  remain  the  same     (plus  ça  change,  plus   c'est  la  même  chose).      
  • 21. Branded Content Marketing at Heart of Every Marketing Strategy •  Driven  by  digital  and  social,  stand-­‐out  examples,  and   more  standardised  procedures.   •  Moving  across  the  spectrum  to  become  less  isolated,   more  integrated,  and  not  just  an  aerthought.   •  Becoming  the  communica2on  norm  across  the   organisa2on,  but  more  risks  s2ll  need  to  be  taken.  
  • 22. To Develop Deeper Relationships With 21st Century Audiences     “With  its  ability  to  draw  people  in   naturally  through  entertaining,   emo/onally  engaging  messaging,  branded   content  will  con/nue  to  feature  in  more   and  more  client  strategies  to  reach  21st   century  audiences  and  develop  deeper   rela/onships  with  them.”   PJ  Pereira   Chief  Crea2ve  Officer   Pereira  &  O’Dell    
  • 23. New (Open And Collaborative) Agency Models Will Emerge •  Publishers  as  agencies  and/or  brand  alliances  facilitated   by  agencies.   •  More  and  different  kinds  of  celebrity  partnerships  and   more  crea2ve  collabora2ons  with  beSer  marketplaces,   and  new  (open  source)  business  models.   •  Lines  will  con2nue  to  be  blurred  un2l  there  are  none   le,  with  the  world  of  branded  content  marke2ng  being   turned  upside  down.    
  • 24. Lines Will Continue to Blur Until There Are No Lines Anymore “Those  who  really  understand  social  media   and  the  importance  of  truth  and  human   connec/ons  will  increasingly  use  the   mul/plying  and  diverse  channels  in  more   and  more  interes/ng  ways  -­‐  blurring  the   lines  un/l  there  are  no  lines  anymore.”     Sarah  Farrugia   Thinker,  Strategist,   Progressive  at   Sarah  Farrugia  &  Company  
  • 25. Publishers as Agencies and Brand Alliances Facilitated by Agencies
  • 26. More  Brands  Will  Be  Hiring Publishers To Create Their Content “Na/ve  Adver/sing  will  become  the  starlet  in   the  blurred  lines  between  ads  and  content,  by   reinven/ng  the  business  of  publishing  and   snatching  the  emerging  markets.  A  growing   number  of  publishers  will  create  their  own   branded  content  divisions,  paid  media   opera/ons,  brand  strategy  units  and  digital   produc/on  services,  in-­‐house.”   Patricia  Weiss   Chairman  and  Founder   BCMA  South  America  
  • 27. But New Models Require New Skill Sets •  New  skill  sets  required  to   understand  social  behaviour   and  culture  beSer.   •  The  dawn  of  the  pi-­‐shaped   data  storytellers,  square-­‐ shaped  digital  strategists,  or   just  more  diversity?   THE  NEW  DIGITAL  STRATEGIST’S  SKILL  SET   “What’s  beer  than  knowing  a   lile  about  a  lot  and  a  lot  about  a   lile?  Knowing  a  lot  about  a  lot.”   Mike  Arauz,  Partner,  Undercurrent   hSp://bit.ly/1fAg3i5  
  • 28. To Understand Social Behaviour and Culture Better “Agencies  need  to  hire  behavioral   economists  and  crea/ve  technologists  as   well  as  individuals  that  truly  understand   social  interac/on.  This  goes  well  beyond   the  "social  media  specialist"  who  claims  to   understand  how  to  evoke  more  tweets  out   of  a  post.”     Doug  ScoP   President   OgilvyEntertainment  
  • 29. Real Time and Agile? •  Brands  to  become  “newsrooms   for  their  niche”?     •  Or  simply  do  something  more   ‘addi2ve’,  evolving  beyond  real   2me  opportunism,  to  be  more   crea2ve,  experimental  and   itera2ve?   •  Let  go  and  liberalise  content   crea2on,  or  invest  elsewhere!      
  • 30. Or Something More Additive? “I  predict  —  or,  perhaps  more  accurately,  I   hope  —  that  brands  will  move  away  from   their  real-­‐/me  marke/ng  obsession  and   create  something  more  substan/ve  and   las/ng.  The  Volvo  Trucks/Jean-­‐Claude  Van   Damme  video  is  mesmerizing  and  the   Lowe’s  ‘Fix  in  Six’  Vines  are  legi/mately   helpful.  Seems  a  lot  more  addi/ve  than   twee/ng  nonsense  during  the  Super  Bowl.”   John  McDermoP     Staff  Writer     Digiday  
  • 31. The Rise and Rise of Storytelling •  More  authen2c,  entertaining,  engaging  and  purposeful   content  that  resonates  emo2onally  –  or  perhaps  just   more  useful  content?   •  More  involving,  less  interrup2ve,  more  interes2ng   original  content  funded  and  distributed  by  brands.   •  Making  good  stories  more  important  than  ever  to  cut   through  the  content  cluSer  that’s  growing  over  an   increasing  number  of  channels.  
  • 32. It Was Ever Thus, or Storytelling Changes Everything? “Brands  are  going  to  have  to  change  their   processes  and  do  something  marketers   don’t  like  to  do  and  don’t  do  easily.  They   have  to  change  the  skill  sets  of  the  people   they  hire.  They  have  to  change  the  /me   frames  they  work  on.  They  have  to  change   the  way  they  allocate  and  think  about   budgets.  They  have  to  change  their   defini/on  of  crea/vity.”   ScoP  Donaton   Chief  Content  Officer   UM  
  • 33. More Platforms, Devices and Personalisation •  Op2misa2on  will  become  the  norm,  pusng  distribu2on  at   the  heart  of  any  strategy.   •  What  we’ll  consume  and  share,  and  how  we  share  it,  will   also  change.  It  will  become  more  personalised,  pulled  not   pushed,  and  more  contextual.   •  Content  shis  triggered  by  mobile,  shared  by  the  second   screen,  and  expanded  through  smart  displays,  eventually   moving  off  screen  to  become  part  of  our  branded  life.  
  • 34. It’ll Be Less About Branded Content, More About Your Branded Life “It  will  be  an  increasingly  screenless  world  less   about  desktop  computers  and  more  about  an   internet  of  things.  Branded  content  moving  off   screen  means  things  like  making  a  branded   gesture  mnemonic  to  access  the  brand  -­‐  think   about  tracing  out  the  Heineken  star  when  you   walk  into  a  bar  to  access  content  or  order  a  beer.   Think  of  it  less  about  branded  content,  more  about   your  branded  life.”   James  Kirkham   Global  Head:     Social  &  Mobile   Leo  BurneS  
  • 35. Brands Acting More Like Media Owners •  We’ll  see  more  brands  develop  their  own  media.   •  The  lines  between  earned  and  owned  media  will   con2nue  to  blur  with  the  rise  of  “fractured  passion   centres”  and  content  cura2on.   •  Customer  stories  becoming  more  important  than  brand   ones  than  ever  before,  increasing  the  need  for  earned   media  planning.  
  • 36. Blurring The Lines Between Earned and Owned Media
  • 37. From Wearable Tech To Get Back Where We Started From? •  Learn  to  make  the  most  of  wearable  tech.  Navigate   through  the  internet  of  things  and  hyper  geo-­‐loca2on  via   mobile  to  an  increasingly  screenless  world  to  interact  with   a  brand  construct.   •  Marke2ng  to  become  more  service  orientated,   programma2c,  and  require  a  lot  more  computa2onal   power,  to  get  back  to  where  we  started  from.  
  • 38. Radio Revisited? “9  out  of  10  people  listen,  engage  and   interact  with  radio,  and  do  so  across  an   ever-­‐growing  selec/on  of  digital  plakorms.   So  branded  audio  content  of  the  future   needs  to  engage  with  audiences  across  a   wide  variety  of  different  plakorms,   including  DAB,  mobile,  tablets,  podcasts   and  online  plakorms.”   Karen  Pearson     CEO  and  Founder   Folded  Wing  
  • 40. Measurement and Analytics With Increasing Fragmentation •  No  shortage  of  industry  measurement  standard   ini2a2ves  bringing  rigour,  but  they’re  oen  driven  by   measurement  tools.   •  Danger  of  measuring  data  for  the  sake  of  it,  rather   than  looking  at  how  the  whole  is  greater  than  the   sum  of  the  parts.   •  More  accountability  and  analysis  required.  
  • 41. Enter the Age of Humanistic Marketing “Average  people  reach  thousands  of  others   on  any  given  day,  and  so  a  brand’s  Facebook   fans  now  have  more  reach  than  the  brand.     We  cannot  rely  on  the  mass  market   tendencies  of  the  past  and  instead  need  to   focus  on  what  makes  customers  people  –  the   values  they  share,  what  is  important  to   them,  what  they  are  interested  in  and  what   they  want  to  talk  about.”   Eric  Schwamberger   Strategy  Partner   Tenthwave  Digital  
  • 42. New Tools Getting More Sophisticated •  Improved  seman2c  analysis  and  predic2ve  modelling   leads  to  beSer  sense  of  who  wants  what,  beSer   understanding  of  the  value  of  what  they  share  and  beSer   targe2ng  of  the  ‘material’.     •  More  crea2ve  scope  for  craing  messages,  with   emo2onal  data  becoming  ubiquitous.   •  But  more  thought  needed  about  going  beyond  historical   data  to  give  people  what  they  don't  know  they  need  yet.  
  • 43. Predictive Modelling for a Better Sense of Who Wants What “One  of  the  biggest  differences  that  we’re   going  to  see  as  we  get  into  more  predic/ve   fields  is  brands  and  agencies  trying  to  predict   what  content  people  are  going  to  respond  to   and  how  they’re  going  to  respond.  And  even   predict  which  ways  that  they’re  going  to  want   to  respond  in  turn.”   David  Berkowitz   CMO   MR  Y  
  • 44. More Bespoke Metrics and People Valued on Purchase Probabilities? •  Tracking  through  to  purchase  without  requiring  the   capturing  of  lead  data,  and  the  valuing  of  individuals   based  on  purchase  probabili2es.   •  Brands  will  demand  more  bespoke  metrics.   •  In  the  mean2me  longer-­‐term  view  maybe  required,  but     you  can  start  with  a  simple  tracker  survey.  
  • 45. Research to Get Turned on its Head by The Explosion of More Data “The  more  that  media  can  be  delivered  on  an   individual  basis  and  therefore  become   disaggregated,  then  that  whole  way  of  thinking   is  going  to  be  challenged.  It  will  become  much   more  about  what  people  do  than  what  audience   group  they  are  in...  This  changes  everything  in   terms  of  how  media  works  and  who  should  be   on  the  team  to  deliver  and  evaluate  it.  ”   Tim  Foley   MD   pointlogic  
  • 46. It’ll Still be All About Relationships “Marke/ng  fundamentals  will  remain  the   same,  namely  that  the  rela/onship  with   customers  and  clients  will  be  built  one   person  at  a  /me.  We  can’t  be  blinded  by   the  light  of  bright  shiny  objects  to  ever,   ever  forget  that  rela/onships  are   paramount.”   Charlene  Li   Analyst,  Author,   and  Founder   The  Al2meter  Group  
  • 47. Strategy Still Starts with the Data •  Go  beyond  the  desk  to  find  real  insight  and  opportuni2es,   and  to  help  create  content  that  resonates.   •  Brands  will  s2ll  be  struggling  to  join  all  the  dots.   •  People  will  s2ll  be  sharing  content  and  caring  more  about   themselves  than  brands.   •  Where  consumers  go  brands  will  con2nue  to  follow,   par2cularly  with  video-­‐based  branded  content.  
  • 48. Important That Strategies are Based on Deep and Meaningful Insight "Based  on  current  projec/ons  for  the  growth   of  technology  and  social  media,  it  is   apparent  that  branded  content  will  be  at  the   heart  of  every  campaign.  What  will  s/ll  be  of   the  utmost  importance  is  that  the  strategy   for  any  branded  content  campaign  is  based   on  deep  and  meaningful  consumer  insight."     Andrew  Canter   CEO   BCMA   ©  BBP  Media  /  Giuseppe  Toppers    
  • 49. And Finally •  There  will  s2ll  be  ground-­‐breaking  branded  content   marke2ng,  but  old  media  habits  will  con2nue  to  die  hard,   and  we’re  about  to  be  deluged  by  more  crap.   •  Experts  will  con2nue  to  disagree  about  what  the  future   holds,  par2cularly  whether  we’ll  figure  out  the  secret  of   branded  content  marke2ng  success.   •  We’ll  s2ll  have  a  lot  of  figuring  out  to  do  and  con2nue  to   be  dissa2sfied  with  the  terminology.        
  • 50. We’ll Continue to be Dissatisfied with the Terminology “Within  the  next  five  years  the  world  of   content  marke/ng  will  be  turned  upside   down,  even  if  businesses  are  s/ll  prac/cing  it   (and  to  a  greater  degree  than  today).  Only   10-­‐15%  will  regularly  prac/ce  content   marke/ng  really  well.  And  people  s/ll  won’t   be  really  sa/sfied  with  the  word  “content”  or   the  expression  “content  marke/ng”.”   Ryan  Skinner   Senior  Analyst  –     Content  Marke2ng,     Forrester  Research  
  • 51. Report Curator Jus2n  Kirby  is  an  Internet  veteran  who  has  been   wri2ng  about  interac2ve  technologies  and  digital   marke2ng  since  the  early  90s.  His  books  include   Connected  Marke/ng  (2005),  Best  of  Branded   Content  Marke/ng  (2013),  and  the  forthcoming   Best  of  Branded  Content  Marke/ng:  10th   Anniversary  Edi/on.  He  chairs  and  speaks  at   conferences  around  the  globe,  and  heads  up   strategic  content  marke2ng  at  Tenthwave,  the   new  interac2ve  agency  from  the  US  whose  clients   include  Facebook,  Google  and  eBay.   Jus$n  Kirby   VP,  Strategic  Content     Marke2ng   Tenthwave   www.afluxstate.com   @juzzie  
  • 52. Report Partner This  report  was  produced  in  partnership  with  the  Branded   Content  Marke2ng  Associa2on  (BCMA).   Launched  in  2003,  the  BCMA  is  the  global  trade  body  for   branded  content,  with  members  throughout  Europe,  Australia,   Asia/Pacific,  Scandinavia,  South  America,  Russia  and  North   America.   It  brings  together  and  benefits  a  broad  spectrum  of  content   creators  and  owners,  including  organisa2ons  from  the   adver2sing,  brand  development,  sponsorship,  media,   broadcas2ng,  digital,  social  media,  programming  and   entertainment  industries.   The  BCMA  strives  to  promote  best  prac2ce,  shared  learning   and  grow  the  branded  content  market  to  a  wider  audience.     www.thebcma.info   @theBCMA  
  • 53. Report Contributors Charlene  Li,  the  co-­‐author  of  the  bestseller   Groundswell,  author  of  the  New  York  Times   bestseller  Open  Leadership,  and  founder  of   Al2meter  Group  (USA)   Bjoern  Asmussen,  Senior  lecturer  in  marke2ng  at   Oxford  Brookes  University  (UK)   Jan  Godsk,  Founder  Ideatakeaway  and  chairman  of   the  BCMA  Scandinavia  (Denmark)   Melissa  Hopkins,  Global  head  of  brand  marcomms   at  Vodafone  (UK)   Mark  Welland,  Founder  of  New  Media  Works  (UK)   Max  Garner,  Managing  partner  at  Aegis  Media  (UK)   Ryan  Skinner,  Senior  analyst  –  content  marke2ng  at   Forrester  Research  (UK)   Robert  Bean,  Founder  of  Robert  Bean  Branding  (UK)   Idil  Cakim,  analyst  and  author  of  Implemen2ng   Word  of  Mouth  (USA)   Dave  Chaffey,  CEO  at  Smart  Insights  (UK)   Doug  Kessler,  Founder  of  Velocity  Partners  (UK)   Chris  Gorell  Barnes,  CEO  at  Adjust  Your  Set™  (UK)   Nick  Mercer,  Commercial  director  at  Eurostar  (UK)     Chris  Sice,  Managing  director  at  Blended  Republic   (UK)   Barney  Worfolk-­‐Smith,  Head  of  crea2ve  solu2ons  at   Unruly  (UK)   Patricia  Weiss,  Chief  strategy  officer  at  Asas  da   Imaginação,  and  chairman  of  the  BCMA  South   America  (Brazil)   PJ  Pereira,  Chief  crea2ve  officer  at  Pereira  &  O'Dell   (USA)     >>>  
  • 54. Daniel  Bô,  CEO  and  founder  of  QualiQuan2,  and   author  of  Brand  Content  (2009),  and  Brand  Culture   (2013)  (France)   Stephen  Waddington,  President  elect  of  the  CIPR,   director  of  Ketchum  Europe,  and  author  of  Brand   Anarchy  and  #BrandVandals  (UK)   Michael  Reeves,  Business  development  director  at  Red   Bee  Media  (UK)   Joanna  ScarraP,  Head  of  brand  partnership  at  United   Agents  (UK)   Jadis  Tillery,  Social  media  strategist,  advisor  and   speaker  (UK)   Uroš  Goričan,  Crea2ve  director  at  Publicis  Slovenija   (Slovenia)   Steve  Ackerman,  Managing  director  at  Somethin'  Else   (UK)   Andrew  Canter,  CEO  of  the  BCMA  (UK)   Crispin  Reed,  Managing  Director  at  Fusion  Learning   (UK)   Chris  Smith,  Business  development  director  at   Romelle  Swire  (UK)   John  McDermoP,  Staff  Writer  at  Digiday  (USA)   Sandra  Freisinger-­‐Heinl,  Journalist  at  Branded   Entertainment  Online  (BEO),  and  managing  director   at  MA  Media  Agency  (Germany)   Morgan  Holt,  Chairman  of  the  BCMA  (UK)   Stan  Joseph,  CEO  at  Ochre  Moving  Pictures  (South   Africa)   Sarah  Farrugia,  Thinker,  strategist,  progressive  at   Sarah  Farrugia  &  Company  (UK)   Chantal  Rickards,  Head  of  programming  -­‐  branded   content  EMEA  at  MEC  (UK)   Sarah  Wood,  COO  at  Unruly    (UK)   Jason  Hughes,  Head  of  branded  content  and   product  placement  at  Sky  MEDIA  (UK)       Gretchen  Ramsey,  VP,  strategy  at  Tenthwave  (USA)     >>>  
  • 55. Chris  Clarke,  Chief  Crea2ve  Officer  at  DigitasLBi   (UK)   Minter  Dial,  Professional  speaker,  consultant,   coach,  and  brand  and  digital  marke2ng  strategist  at   the  TheMyndset.com  (France/UK)   David  Berkowitz,  Chief  Marke2ng  Officer  at  MRY  (USA)   James  Kirkham,  Global  head:  social  and  mobile  at  Leo   BurneS  (UK)   Samantha  Glynne,  Managing  partner  at  Publicis   Entertainment  (UK)   Sean  McKeown,  Commercial  Director  at  Mumbrella   Asia  (Singapore)   Eric  Schwamberger,  Strategy  Partner  at  Tenthwave   (USA)   Doug  ScoP,  President  at  Ogilvy  Entertainment   (USA)   Karen  Pearson,  CEO  and  Founder  of  Folded  Wing  (UK)   Paul  Bay,  Founder  of  Ci2zenbay  (UK)   Mario  Yiannacou,  Media  and  adver2sing  manager   at  ISBA  (UK)   Tony  Chow,  Media  consultant  and  chief  storyteller   at  What’s  your  Story  Inc  (Singapore)   Katy  Howell,  CEO  at  immediate  future  (UK)   ScoP  Donaton,  Chief  Content  Officer  at  UM  (USA)   Kami  Watson  Huyse,  CEO  at  Zoe2ca  (USA)   Stewart  Thomson,  Research  director  at  Ipsos  MORI,   Media  CT  Division  (UK)   Ian  Wright,  Managing  director  at  Tapestry  Research   (UK)   Tim  Foley,  Managing  director  at  pointlogic  (UK)   Drew  Rayman,  Managing  parter  at  Tenthwave  (USA)   Mark  Wood,  Partner  at  Krempelwood  (UK)   Leo  Liang,  Senior  director  of  na2onal  business   development  of  Youku  Tudou  Inc  (China)   Drew  Neisser,  Founder  and  CEO  of  Renegade  (USA)   Graham  Goodkind,  Founder  of  Frank  PR  (UK)    
  • 56. More About The Book •  •  •  •  •  13  of  the  best  recent  branded  content   marke2ng  campaigns  from  cusng-­‐edge  brands   and  award-­‐winning  agencies.   Emerging  market  reports  from  Brazil  and  Russia   Ipsos  MORI  +  Oxford  Brookes  University   research  review.   How  to  make  more  successful  social  video   content.   Predic2ons  about  the  future  from  60+  experts   around  the  world.   Download  the  full  edi2on  of  the  book  at   hSp://thebcma.info/best-­‐prac2ces/ebooks/     from  18  March  2014.