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

The 30 Under 30 Awards – The Winners Announced!
  • Media

The 30 Under 30 Awards – The Winners Announced!

Last night B&T celebrated the achievements of all the up and coming young-guns in the industry at the 30 Under 30 Awards, presented by The Newspaper Works. With a packed house of almost 400 people in attendance, and many others requesting last minute tickets, the evening – at Sydney’s super-swish NSW Art Gallery – was a rip-roaring […]

by B&T Magazine

B&T Magazine
Shazam Launches Image Recognition, Will Be Different To QR Codes
  • Media

Shazam Launches Image Recognition, Will Be Different To QR Codes

The app that often has users waving their arms around while music is playing, allowing it to recognise and tell you what that catchy tune was, has now released similar technology with images. Shazam has launched the option to take a photo with your phone, using the Shazam app, and have the user taken to a […]

by B&T Magazine

B&T Magazine
Have The Four Ps Of Marketing Now The 4Ps Of Digital Marketing?
  • Marketing
  • Opinion

Have The Four Ps Of Marketing Now The 4Ps Of Digital Marketing?

the managing director of Accenture Interactive, Marek Rucinski, says the core of what marketing is about – product, place, promotion and price – remains as relevant as ever even as digital disruption changes the entire model itself. It’s no secret that digital is forcing change at a faster pace than ever before – commercially, socially, […]

Opinion

by B&T Magazine

B&T Magazine
Land Rover Creates ‘Gene Zone’ At Melbourne’s Federation Square
  • Media

Land Rover Creates ‘Gene Zone’ At Melbourne’s Federation Square

To mark the arrival of the new Discovery Sport in Australia, Land Rover has created a ‘Discovery Sport Adventure Gene Zone’ in the heart of Melbourne. The activation leverages Land Rover’s ‘Adventure Gene’ campaign, built around the idea that one in four people have a genetic variant DRD4-7R that makes them more curious, less restricted […]

News Corp To Close Commuter Newspaper mX
  • Media

News Corp To Close Commuter Newspaper mX

News Corp has this afternoon announced that it will close its free commuter travel newspaper mX. The last edition will roll off the presses on June 12. News released a statement to the media today that read: “News confirms the closure of mX in Sydney, Melbourne and Brisbane. The decision is a reflection of the changing reading habits […]

by B&T Magazine

B&T Magazine
Nuffnang Relaunches Sydney Office
  • Media

Nuffnang Relaunches Sydney Office

Nuffnang relaunches its Sydney office and reveals new talent bloggers following announcement of parent company Netccentric lodging prospectus with ASIC