The Future of Branded Content Marketing REPORT SUMMARY 03/2014

   Plus Ça Change,  Plus C'est La Même Chose

Jus$n  Kirby  VP,  Strategic  Content    Marke2ng  Tenthwave  

This  presenta2on  is  an  edited  preview  of  my  expert  predic2ons  chapter  from  the  Best  of  Branded  Content  Marke/ng:  10th  Anniversary  Edi/on  ebook  and  an  accompanying  report  that  are  due  to  be  released  later  this  month.  The  plus  ça  change  theme  was  prompted  by  feedback  from  the  analyst,  author  and  founder  of  Al2meter  Group  Charlene  Li  who  pointed  out  that,  despite  the  many  different  sites,  technologies  and  business  models  we  have  today,  “the  fundamentals  of  marke2ng  have  remained  the  same  –  as  have  the  challenges.“  

 

Table of Contents WHERE  WE  ARE  –  An  overarching  defini2on  –  Developing  a  shared  lexicon  –  The  strategic  considera2ons    

WHAT  WILL  CHANGE  –  Branded  content  marke2ng  at  

the  heart  of  every  strategy  –  New  agency  models  evolving,  

and  skillsets  required  –  More  real  2me  and  agile,  and  

the  rise  and  rise  of  storytelling  

 

 

–  More  plaMorms,  devices  and  personalisa2on  

–  Measurement  and  analy2cs    

WHAT  WON’T  CHANGE    –  It’s  s2ll  all  about  rela2onships  –  Strategy  s2ll  starts  with  the  data,  

and  is  based  on  deep  and  meaningful  insight  

–  There’s  s2ll  a  lot  to  figure  out,  not  least  the  terminology  

 

ABOUT    

Defining Branded Content for the Digital Age Branded  content  means  different  things  to  different  people,  which  causes  confusion,  and  hinders  its  progress  as  an  important  marke2ng  concept.  That’s  why  the  Branded  Content  Marke/ng  Associa/on  (BCMA)  recently  commissioned  research  by  Oxford  Brookes  University  in  partnership  with  Ipsos  MORI  that  resulted  in  the  following  overarching  defini2on:  

hSp://bit.ly/MGTdbD  

"Branded  content  is  any  content  associated    with  a  brand  in  the  eye  of  the  beholder”  

A Great Start, But There’s  s2ll  client  confusion  because  there  are  compe2ng  terms  that  describe  the  same  or  similar  prac2ce,  and  the  overarching  defini2on  doesn’t  explain  the  context  of  the  problem  that  branded  content  is  there  to  solve,  e.g.  the  Why,  and  the  What  for  Who,  Where,  When,  and  How.    

SHOPPING LIST?

ADVERTISER FUNDED PROGRAMMING

BRANDED CONTENT

BRANDED ENTERTAINMENT

BRAND PUBLISHING

CONTENT MARKETING

CONTENT STRATEGY

CUSTOMER ENGAGEMENT

SOCIAL MEDIA MARKETING

VIRAL MARKETING

ETC

“Talking  about  branded  content  and  content  marke/ng,  I  think  it’s  all  about  one  word  that  connects  both,  and  that’s  the  word  content.”    

Jan  Godsk  Founder  ideatakeaway  

2 sides of the Same Content Coin?

Jan  Godsk  Founder,  Ideatakeaway,    and  chairman,    BCMA  Scandinavia  

The Yin Yang of Branded Content Marketing

BRANDED  CONTENT  

CONTENT  MARKETING  

Branded Content

McCann  most  awarded  agency  in  the  history  of  the  Cannes  Lions  Fes2val  of  Crea2vity    

More  irra2onal,  and  focused  around  our  impressions,  such  as  whether  we  like  a  brand,  share  their  values,  etc.  O\en  describes  content  that  is  more  entertaining  and  emo2onally  engaging.  Used  inten2onally  upstream  in  order  to  help  shi\  brand  preferences  and  consumer  behaviours.  Used  more  frequently  in  crea2ve  adver2sing  circles  to  refer  to  story-­‐based  video  content.      

Content Marketing

Image  Source:  The  Marke2ng  Score  Blog    hSp://bit.ly/1hxss5x  

More  ra2onal  and  product  USP-­‐focused.  O\en  describes  content  that  is  more  informa2ve/journalis2c.  Used  downstream  close  to  what  Google  calls  The  Zero  Moment  of  Truth  (ZMOT).  Hence  intent  o\en  more  sales  orientated,  its  use  within  B2B,  the  close  link  to  SEO,  and  why  some  prefer  the  term  brand  publishing.  

Used  by  some  to  describe  campaigns  where  the  product  is  more  integrated  into  the  content.  O\en  used  in  connec2on  with  formats  such  as  Adver2ser  Funded  Programming  (AFP)  that  use  more  tradi2onal  media  like  TV,  radio  and  even  film  (or  extended  from  these  channels).  Can  overlap  with  product  placement  and  sponsorship.    

And Branded Entertainment?

More Than Just Semantics? Discussion  about  terminology  is  unlikely  to  interest  anyone  outside  of  the  industry.  It  may  simply  reflect  current  prac2ce  –further  fragmenta2on  may  occur  as  specialist  areas  get  carved  out  with  the  evolu2on  of  branded  content  marke2ng  approaches.  However,  it  provides  a  useful  star2ng  point.  It's  important  to  have  a  shared  lexicon,  so  we  can  communicate  clearly  with  clients  and  each  other.  

Dr  Dave  Chaffey  Analyst,  author,  and  CEO  of  Smart  Insights  

A More Unified Approach Required “I  oMen  hear  the  cry  “We  need  a  social  media  strategy”  when  what  is  really  needed  first  is  a  customer  engagement  strategy  based  on  content.  It  is  unfortunate  that  content  and  social  media  marke/ng,  which  have  become  the  de  facto  way  of  explaining  engagement  approaches  today,  are  too  oMen  considered  separately.”  

3 Circles of The Overarching Branded Content Marketing Approach

CONTENT  (CO)CREATION  

ENGAGEMENT  MANAGEMENT  

DISTRIBUTION  

MEASUREMENT  

Idil  Cakim  Analyst  +  author  Implemen/ng  Word  of  Mouth  Marke/ng  

Strategic Considerations •  What  kind  of  branded  content  is  created  (or  co-­‐

created)  by  who  and  for  whom?  •  How  is  engagement  managed?  •  How  is  content  distributed  i.e.  where  in  the  

converged  landscape  of  earned,  owned  and  paid  media,  and  when  in  the  customer  decision  journey.  

•  How  is  the  success  of  the  different  parts  and  their  sum  measured?  

No More Faking It! •  There’s  been  a  shi\  from  the  one-­‐to-­‐many  of  mass  

communica2on  to  where  the  masses  are  now  the  media  (1-­‐2-­‐1  to  many).  

•  Your  brand  is  a  social  construct  that  you  no  longer  control.  Brands  must  be  invited,  not  just  buy  their  way  in  nor  try  and  catch  the  next  big  wave.  

•  Ensure  that  branded  content  marke2ng  strategies  are  aligned  with  your  branding,  truly  consumer-­‐centric  and  authen2c  –  or  you’ll  get  found  out!    

Welcome to the Rise of Narrative Brands

PERSONAL  RELEVANCE  

DRIVING  PURPOSE  

CULTURAL  CONTEXT  

WHERE  SOCIAL  SHOULD  LIVE  

Gretchen  Ramsey  VP,  Strategy  Tenthwave  Digital  

Driving Purpose

“A  purpose  is  simply  a  tangible  reason  for  being  a  brand  (why  the  brand  exists).  It's  that  flag  in  the  ground,  that  rally  cry  that  everything  ladders  to,  and  that  is  visible  and  visceral  throughout  the  en/re  consumer  experience.”    

ADVENTURE  

Personal Relevance “Personal  relevance  is  a  branded  content  feed  customised  for  the  individual  user.  This  includes  helpful,  personal  visualized  data  (think  loyalty  programming  and  smart  CRM),  geo-­‐context,  as  well  as  compelling  social  graph  integra/on.  Personal  relevance  is  at  nascent  stages.  As  we  learn  more  about  how  to  use  big  data  intelligently  for  individuals,  this  will  become  a  stronger  need  for  brands,  especially  for  modern  CRM.”  

Cultural Context

“Branded  content  should  be  culturally  relevant  and  work  in  synch  with  societal  shiMs  that  are  meaningful  for  the  brand.    This  includes  macro  cultural  trends  such  as  economic  confidence,  and  micro  trends  that  can  include  fast-­‐moving  culture  such  as  pop  culture  memes  and  relevant  news  of  the  day.  This  should  be  filtered  through  a  social  persona,  which  is  a  blend  of  both  the  brand  and  consumer  DNA.”    

The Future of Branded Content Marketing

60+  industry  experts  from  around  the  globe  were  asked  what  they  expect  to  see  change  in  the  next  five  years,  and  what  they  expect  will  remain  the  same    (plus  ça  change,  plus  c'est  la  même  chose).      

•  Driven  by  digital  and  social,  stand-­‐out  examples,  and  more  standardised  procedures.  

•  Moving  across  the  spectrum  to  become  less  isolated,  more  integrated,  and  not  just  an  a\erthought.  

•  Becoming  the  communica2on  norm  across  the  organisa2on,  but  more  risks  s2ll  need  to  be  taken.  

Branded Content Marketing at Heart of Every Marketing Strategy

   

To Develop Deeper Relationships With 21st Century Audiences

PJ  Pereira  Chief  Crea2ve  Officer  Pereira  &  O’Dell    

“With  its  ability  to  draw  people  in  naturally  through  entertaining,  emo/onally  engaging  messaging,  branded  content  will  con/nue  to  feature  in  more  and  more  client  strategies  to  reach  21st  century  audiences  and  develop  deeper  rela/onships  with  them.”  

•  Publishers  as  agencies  and/or  brand  alliances  facilitated  by  agencies.  

•  More  and  different  kinds  of  celebrity  partnerships  and  more  crea2ve  collabora2ons  with  beSer  marketplaces,  and  new  (open  source)  business  models.  

•  Lines  will  con2nue  to  be  blurred  un2l  there  are  none  le\,  with  the  world  of  branded  content  marke2ng  being  turned  upside  down.    

New (Open And Collaborative) Agency Models Will Emerge

Lines Will Continue to Blur Until There Are No Lines Anymore

“Those  who  really  understand  social  media  and  the  importance  of  truth  and  human  connec/ons  will  increasingly  use  the  mul/plying  and  diverse  channels  in  more  and  more  interes/ng  ways  -­‐  blurring  the  lines  un/l  there  are  no  lines  anymore.”     Sarah  Farrugia  

Thinker,  Strategist,  Progressive  at  Sarah  Farrugia  &  Company  

Publishers as Agencies and Brand Alliances Facilitated by Agencies

Patricia  Weiss  Chairman  and  Founder  BCMA  South  America  

More  Brands  Will  Be  Hiring Publishers To Create Their Content “Na/ve  Adver/sing  will  become  the  starlet  in  the  blurred  lines  between  ads  and  content,  by  reinven/ng  the  business  of  publishing  and  snatching  the  emerging  markets.  A  growing  number  of  publishers  will  create  their  own  branded  content  divisions,  paid  media  opera/ons,  brand  strategy  units  and  digital  produc/on  services,  in-­‐house.”  

But New Models Require New Skill Sets •  New  skill  sets  required  to  

understand  social  behaviour  and  culture  beSer.  

•  The  dawn  of  the  pi-­‐shaped  data  storytellers,  square-­‐shaped  digital  strategists,  or  just  more  diversity?  

THE  NEW  DIGITAL  STRATEGIST’S  SKILL  SET  

“What’s  be\er  than  knowing  a  li\le  about  a  lot  and  a  lot  about  a  li\le?  Knowing  a  lot  about  a  lot.”  

Mike  Arauz,  Partner,  Undercurrent  

hSp://bit.ly/1fAg3i5  

To Understand Social Behaviour and Culture Better

Doug  ScoP  President  OgilvyEntertainment  

“Agencies  need  to  hire  behavioral  economists  and  crea/ve  technologists  as  well  as  individuals  that  truly  understand  social  interac/on.  This  goes  well  beyond  the  "social  media  specialist"  who  claims  to  understand  how  to  evoke  more  tweets  out  of  a  post.”    

•  Brands  to  become  “newsrooms  for  their  niche”?    

•  Or  simply  do  something  more  ‘addi2ve’,  evolving  beyond  real  2me  opportunism,  to  be  more  crea2ve,  experimental  and  itera2ve?  

•  Let  go  and  liberalise  content  crea2on,  or  invest  elsewhere!  

   

Real Time and Agile?

John  McDermoP    Staff  Writer    Digiday  

“I  predict  —  or,  perhaps  more  accurately,  I  hope  —  that  brands  will  move  away  from  their  real-­‐/me  marke/ng  obsession  and  create  something  more  substan/ve  and  las/ng.  The  Volvo  Trucks/Jean-­‐Claude  Van  Damme  video  is  mesmerizing  and  the  Lowe’s  ‘Fix  in  Six’  Vines  are  legi/mately  helpful.  Seems  a  lot  more  addi/ve  than  twee/ng  nonsense  during  the  Super  Bowl.”  

Or Something More Additive?

•  More  authen2c,  entertaining,  engaging  and  purposeful  content  that  resonates  emo2onally  –  or  perhaps  just  more  useful  content?  

•  More  involving,  less  interrup2ve,  more  interes2ng  original  content  funded  and  distributed  by  brands.  

•  Making  good  stories  more  important  than  ever  to  cut  through  the  content  cluSer  that’s  growing  over  an  increasing  number  of  channels.  

The Rise and Rise of Storytelling

It Was Ever Thus, or Storytelling Changes Everything?

ScoP  Donaton  Chief  Content  Officer  UM  

“Brands  are  going  to  have  to  change  their  processes  and  do  something  marketers  don’t  like  to  do  and  don’t  do  easily.  They  have  to  change  the  skill  sets  of  the  people  they  hire.  They  have  to  change  the  /me  frames  they  work  on.  They  have  to  change  the  way  they  allocate  and  think  about  budgets.  They  have  to  change  their  defini/on  of  crea/vity.”  

•  Op2misa2on  will  become  the  norm,  pusng  distribu2on  at  the  heart  of  any  strategy.  

•  What  we’ll  consume  and  share,  and  how  we  share  it,  will  also  change.  It  will  become  more  personalised,  pulled  not  pushed,  and  more  contextual.  

•  Content  shi\s  triggered  by  mobile,  shared  by  the  second  screen,  and  expanded  through  smart  displays,  eventually  moving  off  screen  to  become  part  of  our  branded  life.  

More Platforms, Devices and Personalisation

“It  will  be  an  increasingly  screenless  world  less  about  desktop  computers  and  more  about  an  internet  of  things.  Branded  content  moving  off  screen  means  things  like  making  a  branded  gesture  mnemonic  to  access  the  brand  -­‐  think  about  tracing  out  the  Heineken  star  when  you  walk  into  a  bar  to  access  content  or  order  a  beer.  Think  of  it  less  about  branded  content,  more  about  your  branded  life.”  

It’ll Be Less About Branded Content, More About Your Branded Life

James  Kirkham  Global  Head:    Social  &  Mobile  Leo  BurneS  

•  We’ll  see  more  brands  develop  their  own  media.  •  The  lines  between  earned  and  owned  media  will  

con2nue  to  blur  with  the  rise  of  “fractured  passion  centres”  and  content  cura2on.  

•  Customer  stories  becoming  more  important  than  brand  ones  than  ever  before,  increasing  the  need  for  earned  media  planning.  

Brands Acting More Like Media Owners

Blurring The Lines Between Earned and Owned Media

•  Learn  to  make  the  most  of  wearable  tech.  Navigate  through  the  internet  of  things  and  hyper  geo-­‐loca2on  via  mobile  to  an  increasingly  screenless  world  to  interact  with  a  brand  construct.  

•  Marke2ng  to  become  more  service  orientated,  programma2c,  and  require  a  lot  more  computa2onal  power,  to  get  back  to  where  we  started  from.  

From Wearable Tech To Get Back Where We Started From?

Radio Revisited? “9  out  of  10  people  listen,  engage  and  interact  with  radio,  and  do  so  across  an  ever-­‐growing  selec/on  of  digital  plakorms.  So  branded  audio  content  of  the  future  needs  to  engage  with  audiences  across  a  wide  variety  of  different  plakorms,  including  DAB,  mobile,  tablets,  podcasts  and  online  plakorms.”  

Karen  Pearson    CEO  and  Founder  Folded  Wing  

Or eBook Publishing?

Measurement and Analytics With Increasing Fragmentation •  No  shortage  of  industry  measurement  standard  

ini2a2ves  bringing  rigour,  but  they’re  o\en  driven  by  measurement  tools.  

•  Danger  of  measuring  data  for  the  sake  of  it,  rather  than  looking  at  how  the  whole  is  greater  than  the  sum  of  the  parts.  

•  More  accountability  and  analysis  required.  

“Average  people  reach  thousands  of  others  on  any  given  day,  and  so  a  brand’s  Facebook  fans  now  have  more  reach  than  the  brand.    We  cannot  rely  on  the  mass  market  tendencies  of  the  past  and  instead  need  to  focus  on  what  makes  customers  people  –  the  values  they  share,  what  is  important  to  them,  what  they  are  interested  in  and  what  they  want  to  talk  about.”  

Eric  Schwamberger  Strategy  Partner  Tenthwave  Digital  

Enter the Age of Humanistic Marketing

New Tools Getting More Sophisticated •  Improved  seman2c  analysis  and  predic2ve  modelling  

leads  to  beSer  sense  of  who  wants  what,  beSer  understanding  of  the  value  of  what  they  share  and  beSer  targe2ng  of  the  ‘material’.    

•  More  crea2ve  scope  for  cra\ing  messages,  with  emo2onal  data  becoming  ubiquitous.  

•  But  more  thought  needed  about  going  beyond  historical  data  to  give  people  what  they  don't  know  they  need  yet.  

Predictive Modelling for a Better Sense of Who Wants What “One  of  the  biggest  differences  that  we’re  going  to  see  as  we  get  into  more  predic/ve  fields  is  brands  and  agencies  trying  to  predict  what  content  people  are  going  to  respond  to  and  how  they’re  going  to  respond.  And  even  predict  which  ways  that  they’re  going  to  want  to  respond  in  turn.”  

David  Berkowitz  CMO  MR  Y  

More Bespoke Metrics and People Valued on Purchase Probabilities? •  Tracking  through  to  purchase  without  requiring  the  

capturing  of  lead  data,  and  the  valuing  of  individuals  based  on  purchase  probabili2es.  

•  Brands  will  demand  more  bespoke  metrics.  •  In  the  mean2me  longer-­‐term  view  maybe  required,  but    

you  can  start  with  a  simple  tracker  survey.  

Research to Get Turned on its Head by The Explosion of More Data “The  more  that  media  can  be  delivered  on  an  individual  basis  and  therefore  become  disaggregated,  then  that  whole  way  of  thinking  is  going  to  be  challenged.  It  will  become  much  more  about  what  people  do  than  what  audience  group  they  are  in...  This  changes  everything  in  terms  of  how  media  works  and  who  should  be  on  the  team  to  deliver  and  evaluate  it.  ”  

Tim  Foley  MD  pointlogic  

It’ll Still be All About Relationships

“Marke/ng  fundamentals  will  remain  the  same,  namely  that  the  rela/onship  with  customers  and  clients  will  be  built  one  person  at  a  /me.  We  can’t  be  blinded  by  the  light  of  bright  shiny  objects  to  ever,  ever  forget  that  rela/onships  are  paramount.”  

Charlene  Li  Analyst,  Author,  and  Founder  The  Al2meter  Group  

•  Go  beyond  the  desk  to  find  real  insight  and  opportuni2es,  and  to  help  create  content  that  resonates.  

•  Brands  will  s2ll  be  struggling  to  join  all  the  dots.  •  People  will  s2ll  be  sharing  content  and  caring  more  about  

themselves  than  brands.  •  Where  consumers  go  brands  will  con2nue  to  follow,  

par2cularly  with  video-­‐based  branded  content.  

Strategy Still Starts with the Data

"Based  on  current  projec/ons  for  the  growth  of  technology  and  social  media,  it  is  apparent  that  branded  content  will  be  at  the  heart  of  every  campaign.  What  will  s/ll  be  of  the  utmost  importance  is  that  the  strategy  for  any  branded  content  campaign  is  based  on  deep  and  meaningful  consumer  insight."    

Important That Strategies are Based on Deep and Meaningful Insight

Andrew  Canter  CEO  BCMA  

©  BBP  Media  /  Giuseppe  Toppers    

•  There  will  s2ll  be  ground-­‐breaking  branded  content  marke2ng,  but  old  media  habits  will  con2nue  to  die  hard,  and  we’re  about  to  be  deluged  by  more  crap.  

•  Experts  will  con2nue  to  disagree  about  what  the  future  holds,  par2cularly  whether  we’ll  figure  out  the  secret  of  branded  content  marke2ng  success.  

•  We’ll  s2ll  have  a  lot  of  figuring  out  to  do  and  con2nue  to  be  dissa2sfied  with  the  terminology.        

And Finally

We’ll Continue to be Dissatisfied with the Terminology “Within  the  next  five  years  the  world  of  content  marke/ng  will  be  turned  upside  down,  even  if  businesses  are  s/ll  prac/cing  it  (and  to  a  greater  degree  than  today).  Only  10-­‐15%  will  regularly  prac/ce  content  marke/ng  really  well.  And  people  s/ll  won’t  be  really  sa/sfied  with  the  word  “content”  or  the  expression  “content  marke/ng”.”  

Ryan  Skinner  Senior  Analyst  –    Content  Marke2ng,    Forrester  Research  

Jus2n  Kirby  is  an  Internet  veteran  who  has  been  wri2ng  about  interac2ve  technologies  and  digital  marke2ng  since  the  early  90s.  His  books  include  Connected  Marke/ng  (2005),  Best  of  Branded  Content  Marke/ng  (2013),  and  the  forthcoming  Best  of  Branded  Content  Marke/ng:  10th  Anniversary  Edi/on.  He  chairs  and  speaks  at  conferences  around  the  globe,  and  heads  up  strategic  content  marke2ng  at  Tenthwave,  the  new  interac2ve  agency  from  the  US  whose  clients  include  Facebook,  Google  and  eBay.  

Report Curator

Jus$n  Kirby  VP,  Strategic  Content    Marke2ng  Tenthwave  

www.afluxstate.com  @juzzie  

This  report  was  produced  in  partnership  with  the  Branded  Content  Marke2ng  Associa2on  (BCMA).  Launched  in  2003,  the  BCMA  is  the  global  trade  body  for  branded  content,  with  members  throughout  Europe,  Australia,  Asia/Pacific,  Scandinavia,  South  America,  Russia  and  North  America.  It  brings  together  and  benefits  a  broad  spectrum  of  content  creators  and  owners,  including  organisa2ons  from  the  adver2sing,  brand  development,  sponsorship,  media,  broadcas2ng,  digital,  social  media,  programming  and  entertainment  industries.  The  BCMA  strives  to  promote  best  prac2ce,  shared  learning  and  grow  the  branded  content  market  to  a  wider  audience.    

Report Partner

www.thebcma.info  @theBCMA  

Charlene  Li,  the  co-­‐author  of  the  bestseller  Groundswell,  author  of  the  New  York  Times  bestseller  Open  Leadership,  and  founder  of  Al2meter  Group  (USA)  

Jan  Godsk,  Founder  Ideatakeaway  and  chairman  of  the  BCMA  Scandinavia  (Denmark)  

Mark  Welland,  Founder  of  New  Media  Works  (UK)  

Ryan  Skinner,  Senior  analyst  –  content  marke2ng  at  Forrester  Research  (UK)  

Idil  Cakim,  analyst  and  author  of  Implemen2ng  Word  of  Mouth  (USA)  

Dave  Chaffey,  CEO  at  Smart  Insights  (UK)  

Doug  Kessler,  Founder  of  Velocity  Partners  (UK)  

Chris  Gorell  Barnes,  CEO  at  Adjust  Your  Set™  (UK)  

Nick  Mercer,  Commercial  director  at  Eurostar  (UK)  

 

Bjoern  Asmussen,  Senior  lecturer  in  marke2ng  at  Oxford  Brookes  University  (UK)  

Chris  Sice,  Managing  director  at  Blended  Republic  (UK)  

Melissa  Hopkins,  Global  head  of  brand  marcomms  at  Vodafone  (UK)  

Max  Garner,  Managing  partner  at  Aegis  Media  (UK)  

Robert  Bean,  Founder  of  Robert  Bean  Branding  (UK)  

Barney  Worfolk-­‐Smith,  Head  of  crea2ve  solu2ons  at  Unruly  (UK)  

Patricia  Weiss,  Chief  strategy  officer  at  Asas  da  Imaginação,  and  chairman  of  the  BCMA  South  America  (Brazil)  

PJ  Pereira,  Chief  crea2ve  officer  at  Pereira  &  O'Dell  (USA)  

  >>>  

Report Contributors

Daniel  Bô,  CEO  and  founder  of  QualiQuan2,  and  author  of  Brand  Content  (2009),  and  Brand  Culture  (2013)  (France)  

Stephen  Waddington,  President  elect  of  the  CIPR,  director  of  Ketchum  Europe,  and  author  of  Brand  Anarchy  and  #BrandVandals  (UK)  

Uroš  Goričan,  Crea2ve  director  at  Publicis  Slovenija  (Slovenia)  

Andrew  Canter,  CEO  of  the  BCMA  (UK)  

Chris  Smith,  Business  development  director  at  Romelle  Swire  (UK)  

John  McDermoP,  Staff  Writer  at  Digiday  (USA)  

Sandra  Freisinger-­‐Heinl,  Journalist  at  Branded  Entertainment  Online  (BEO),  and  managing  director  at  MA  Media  Agency  (Germany)  

Chantal  Rickards,  Head  of  programming  -­‐  branded  content  EMEA  at  MEC  (UK)  

Jason  Hughes,  Head  of  branded  content  and  product  placement  at  Sky  MEDIA  (UK)  

 

 

Michael  Reeves,  Business  development  director  at  Red  Bee  Media  (UK)  

Joanna  ScarraP,  Head  of  brand  partnership  at  United  Agents  (UK)  

Jadis  Tillery,  Social  media  strategist,  advisor  and  speaker  (UK)  

Steve  Ackerman,  Managing  director  at  Somethin'  Else  (UK)  

Crispin  Reed,  Managing  Director  at  Fusion  Learning  (UK)  

Morgan  Holt,  Chairman  of  the  BCMA  (UK)  

Stan  Joseph,  CEO  at  Ochre  Moving  Pictures  (South  Africa)  

Sarah  Farrugia,  Thinker,  strategist,  progressive  at  Sarah  Farrugia  &  Company  (UK)  

Sarah  Wood,  COO  at  Unruly    (UK)  

Gretchen  Ramsey,  VP,  strategy  at  Tenthwave  (USA)  

 

  >>>  

Chris  Clarke,  Chief  Crea2ve  Officer  at  DigitasLBi  (UK)  

Minter  Dial,  Professional  speaker,  consultant,  coach,  and  brand  and  digital  marke2ng  strategist  at  the  TheMyndset.com  (France/UK)  

Sean  McKeown,  Commercial  Director  at  Mumbrella  Asia  (Singapore)  

Doug  ScoP,  President  at  Ogilvy  Entertainment  (USA)  

Paul  Bay,  Founder  of  Ci2zenbay  (UK)  

Mario  Yiannacou,  Media  and  adver2sing  manager  at  ISBA  (UK)  

Tony  Chow,  Media  consultant  and  chief  storyteller  at  What’s  your  Story  Inc  (Singapore)  

Katy  Howell,  CEO  at  immediate  future  (UK)  

ScoP  Donaton,  Chief  Content  Officer  at  UM  (USA)  

Mark  Wood,  Partner  at  Krempelwood  (UK)  

Drew  Neisser,  Founder  and  CEO  of  Renegade  (USA)  

 

   

 

 

 

 

David  Berkowitz,  Chief  Marke2ng  Officer  at  MRY  (USA)  

James  Kirkham,  Global  head:  social  and  mobile  at  Leo  BurneS  (UK)  

Samantha  Glynne,  Managing  partner  at  Publicis  Entertainment  (UK)  

Eric  Schwamberger,  Strategy  Partner  at  Tenthwave  (USA)  

Karen  Pearson,  CEO  and  Founder  of  Folded  Wing  (UK)  

Kami  Watson  Huyse,  CEO  at  Zoe2ca  (USA)  

Stewart  Thomson,  Research  director  at  Ipsos  MORI,  Media  CT  Division  (UK)  

Ian  Wright,  Managing  director  at  Tapestry  Research  (UK)  

Tim  Foley,  Managing  director  at  pointlogic  (UK)  

Drew  Rayman,  Managing  parter  at  Tenthwave  (USA)  

Leo  Liang,  Senior  director  of  na2onal  business  development  of  Youku  Tudou  Inc  (China)  

Graham  Goodkind,  Founder  of  Frank  PR  (UK)  

•  13  of  the  best  recent  branded  content  marke2ng  campaigns  from  cusng-­‐edge  brands  and  award-­‐winning  agencies.  

•  Emerging  market  reports  from  Brazil  and  Russia  •  Ipsos  MORI  +  Oxford  Brookes  University  

research  review.  •  How  to  make  more  successful  social  video  

content.  •  Predic2ons  about  the  future  from  60+  experts  

around  the  world.  

Download  the  full  edi2on  of  the  book  at  hSp://thebcma.info/best-­‐prac2ces/ebooks/    from  18  March  2014.  

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