Best practice in branded content: Key themes from Spikes Asia

Branded content was a recurring theme at the Spikes Asia festival in 2012, where Michael Hilliard of Finch and Ben Flint at Fuse (part of OMG) discussed in detail what they thought separated good branded content from the rest.

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...

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