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Strategy Online - Cannes Special: Brands' New Star Roles
In the face of PVR fast-forwarding and audience fragmentation, content creation – dare we say “advertainment” – is blurring that ever-thinning line between ads and entertainment. Today, well-informed consumers filter out marketing messages before their brains even have the opportunity to internalize the meaning. This is where content creation, when done well, can make an audience all eyes and ears. As it turns out, brand-spun programming has the potential to be a big game-changer for many brands, especially for those still clinging to the “Hey! Look at me!” style of marketing that’s been pounded into our collective psyche over the past century. ...more...
