Branded content: the currency of connection?

This article argues that in the era of consumer empowerment and technological liberation, content competes with life and creative work must work harder to grab attention.

Branded content: the currency of connection?

Tom DoctoroffJWT

The rise of 'content' is a fundamental 21st century marketing phenomenon. But is 'advertising,' deliberate messages broadcast at one time to swathes of people, dead?

Certainly not. Marketers do not spend $250 billion per year on television commercials for sentimental reasons. They do so because brands require carefully crafted positioning and USPs (unique selling propositions) delivered to specific target audiences. But, today, no communications mix is complete without 'content' – that is, creative executions consumers can actively choose to 'engage' with.

Content exists in all shapes and sizes. Red Bull's invitation...

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