Best practice in branded content: key themes from Spikes Asia
David TiltmanWarc
Branded Entertainment was a new category to the Spikes Asia creative awards in 2012. Its addition is timely. The overlap between marketing communications and content creation has been a key trend globally, with Asia often in the vanguard. Branded content has become particularly popular in markets such as China, where a combination of media inflation, consumer hunger for better-quality entertainment and cheap distribution via online video platforms has seen several big-name brands partner in the development of content.
So it's no surprise that branded content was a...