Getting branded content right: Insights from Financial Times

Branded content is an opportunity for media owners, with platform specific content and quality top of mind for consumers according to new research by Financial Times.

The likes of technology giant GE and energy drink brand Redbull may have become content powerhouses in their own right in recent years, but they were hardly pioneers in branded content.

“There were a whole host of brands who were doing this already,” said Lexi Jarman, the global director of content solutions for Financial Times, at the Advertising Week Asia 2018 conference held in Tokyo last month.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands