In the battle for attention, content is everything

Jeremy Hollow

This article highlights the impact of social media on consumer choice and the importance of content creation and community in understanding brand dynamics. It is a battle for attention where everything is content.

Working with creators

This article is part of a series of articles from the WARC Guide to working with creators. Read more

A disturbance in the force

A long time ago, in a galaxy far, far away, a media company had developed a much-loved IP. It was an epic tale of good vs. evil, hope and redemption that, for decades, has thrilled fans across the world.

And, of course, everyone had looked to them, hungry for the latest news and content. They had the IP – access to the actors, the sets, the effects and the writers. They had...

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