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.

"Give them something that informs them and engages them, something that they truly want," Davies said.

Jeremy Elias, Executive Creative Director of The Atlantic and head of content arm Atlantic Re:think, points out that while advertisers have been investing more into the medium in recent years, the concept of viable, pithy and powerful branded content is nothing new.

He cites the creation of Michelin Guides back in the 1900s, books containing an array of information for motorists, including maps, tyre repair instructions and hotel and restaurant listings and reviews. To this day, it’s a brand that is still synonymous with good eating, arguably to the point of a disassociation with tyres.