The Glue Society’s Kneebone slams the term ‘branded content’

The Glue Society’s Kneebone slams the term ‘branded content’

Co-founder of The Glue Society has lambasted the term “branded content”, while also letting fly at the free to air networks over their disinterest in engaging in worthwhile versions of it.

B&T Magazine
Posted by B&T Magazine

Jonathan Kneebone (pictured), keynote at the Festival of Branded Entertainment this morning, told delegates that he hates the use of the term “branded content”.

“I have to start by saying that I genuinely hate the expression “branded content”, said Kneebone, adding that “like most people in the real world, I have absolutely zero interest in watching something” tagged with the moniker.

“If by calling it “branded entertainment” someone somewhere is hoping that I might think it suddenly becomes something worth watching, I think that someone is kidding themselves.”

Kneebone added that "no-one knows what the hell branded content and entertainment is”.

“It is perhaps the most ill-defined area of our business. Is it product integration? Is it cross-platform? Is it when an advertiser funds a program and pays to air it? It is content marketing? Is it filmed entertainment?,” he said.

Kneebone believes the lack of definition is being exploited by agencies of all descriptions, all of whom are desperate to prove to their clients their credentials and expertise in this “hot new area”.

Kneebone went on to take aim at the FTA networks, stating that they continue to be obsessed with 30 second commercials rather focusing their time on well-produced, engaging content for brands.

“The free to air networks are entirely disinterested – and in the main – disengaged. They’d prefer to keep running  – and prefer to keep making more money from – ads that last 30 seconds, rather than ads which last 30 minutes,” he said.

Latest News

303Lowe Behind ‘Turn Your Back’ Support For Adam Goodes
  • Advertising

303Lowe Behind ‘Turn Your Back’ Support For Adam Goodes

Agency 303Lowe have come up with an innovative campaign that gets Swans supporters to show their support for Adam Goodes to ban the booing of the star. In a statement from the agency’s CEO, Nick Cleaver, it asked fans at tomorrow’s Swans’ game in Sydney to turn their backs at half time time to show support […]

by B&T Magazine

B&T Magazine
IPG’s Cadreon Nabs Rocketfuel Programmatic Platform
  • Media

IPG’s Cadreon Nabs Rocketfuel Programmatic Platform

Leading programmatic marketing platform Rocketfuel, today announced Cadreon has selected their programmatic marketing platform to enhance IPG Mediabrands’ Audience Measurement Platform (AMP).

The Outdoor Ad Industry Wants You To Know It Cares In New Campaign
  • Advertising
  • Marketing

The Outdoor Ad Industry Wants You To Know It Cares In New Campaign

The Out-of-Home (OOH) industry is launching a new awareness campaign across its own national inventory, which highlights the work it does in funding building infrastructure and services and supporting charitable causes – activity that amounts to $1 in $5 of all OOH revenue being donated.

Tourism New Zealand Reveals New Brand Evolution And Campaign
  • Marketing
  • Media

Tourism New Zealand Reveals New Brand Evolution And Campaign

Tourism New Zealand’s new ’100% Pure New Zealand’ brand evolution will launch alongside its North Island Touring campaign, ‘Everyday a different journey’ this month. Promoted across Australia’s Eastern Sea Board, the campaign delivers seamless messaging and visuals across multiple touch points including TV, outdoor, digital, social media and a dedicated site. The campaign, which runs until the […]

Etihad Airways Appoints Cheil As Global Digital And Social Media Agency
  • Marketing
  • Media

Etihad Airways Appoints Cheil As Global Digital And Social Media Agency

Etihad Airways, the national airline of the United Arab Emirates (UAE), has appointed the Cheil Network to handle its global digital and social marketing activities, following a competitive pitch process held last month. Cheil is now responsible for delivering Etihad Airways’ strategy and creative in all digital and social channels. The agency will also support […]