Making branded content more than just advertising
Andrea Sophocleous
When developing content, marketers must prioritise the audience and forget about the traditional restrictions of advertising. That was the message of Jonathan Kneebone, co-founder of The Glue Society, a self-described "creative collective", during his keynote address at the Festival of Branded Content and Entertainment, held in Sydney in October 2013.
Kneebone began by rejecting the term "branded content" as being "unambitious", "self-focused", "self-interested" and "self-defeating". "Let's be frank. Calling advertising something different doesn't make it suddenly more palatable to an audience," he said.
"They admire it when it's clever, funny or...