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...