Report Summary: The Future of Branded Content Marketing

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Information about Report Summary: The Future of Branded Content Marketing

Published on March 6, 2014

Author: juzzie



This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that are due to be released later this month.

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://  

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://  

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://  

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   @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.   @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  (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://­‐prac2ces/ebooks/     from  18  March  2014.  

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