Branded content: Creating successful campaigns with ads that don’t look like ads

Examining winning entries into the 2019 World Media Awards for the dos and don'ts of developing a successful content campaign.

The late, great David Ogilvy once said: “The less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look and read.”

While it is two decades since his death, his words are more resonant today than ever before. It’s a point driven home by James Davies, Account Manager at Thomson Reuters responsible for selling global content marketing.

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