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.
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WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured). The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]
Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]