Branded content continues to break new ground, especially considering the international success of McCann's 'Dumb Ways to Die' campaign, and given the fact that it's only had a dedicated category at Cannes for a couple of years.
But is every company right for branded content?
This week The Brief catches up with with VICE, which has created successful international branded content campaigns for the likes of Schweppes, Levi’s and Absolut. We speak to VICE Australia’s business development director Alex Light about the most important elements of the marketing technique, and where it’s heading in the future.
Alex Light will join managing director of Pacific+ Georgina Brujic, features and special projects editor of Cosmolpolitan Harriet Farkash, and senior content strategist of King Content Kye Mackey at Publishers Australia’s Young Minds’ panel discussion on branded content this Tuesday at the Art House. Buy your tickets here.