The benefits for brands of becoming an API

Andrea Sophocleous

Application programming interfaces, or APIs, are used by technology companies to combine the benefits of two pieces of software, such as integrating Foursquare with Google Maps, or letting users log in to third-party websites using their Facebook details.

The benefits for brands of becoming an API

Andrea Sophocleous

Farrah Bostic, digital creative strategist at consultancy The Difference Engine, had already won the Battle of Big Thinking at the CIRCUS Festival of Commercial Creativity in Sydney before making a presentation to the conference. And her efforts to inspire marketers to think about applying the principles of application programming interfaces (API) to their brands proved equally worthy of recognition.

Largely the domain of tech heads until now, an API is a protocol described by Bostic as "a way for one piece of software to shake hands with another piece of...

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