Johnson & Johnson's 'CIA' approach to branded content

This article explores Johnson & Johnson's 'CIA' – context, impact, action – approach to content, including campaigns using KOLs and Snapchat in Asia.

Richa Goswami, Johnson & Johnson's Head of Digital and Innovation for APAC, has a theory as to why consumers are so attached to mobile.

"If you think about the evolution of content, in the olden days, you would listen to the radio from another room so the proximity to your content is really far," she shared the recent MMA Forum in Singapore.

"TV came along, and you would sit back and see it from across the room. Then the desktop came. That was a little bit closer — maybe three feet away. Then comes the mobile device- How do you...

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