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...