It pays to be entertaining

In this short article, Chantal Rutherford Browne, Head of Programming at Mediaedge:cia, discusses branded content.

It pays to be entertaining

Chantal Rutherford BrowneHead of Programming, Mediaedge:cia

I adore the Wilkinson Sword Fight for Kisses viral (– MEC Paris) but where does it fit in to the traditional mix of media spend? Is it a piece of short-form content that should come out of a branded content department or agency, or is it a long-form television commercial that should originate from a creative agency? Answer: a good idea can come from just about anywhere, although the handling of it in this complicated environment should be done by content specialists; but I...

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