Peter Burns' presentation from The Future of Branded Content, brought to you by Fire Circus - conferences and events that fuel your innovation

1. Modern Storytelling
Branded Content @ Waitrose

11. The Waitrose Content Portfolio
Weekend
Kitchen
Recipes
Entertaining
Drinks
Social
Waitrose TV
Digital

12. Our 4 Key Principles
For Creating Great Content

13. Don’t Create Content for Contents Sake
The 70:20:10 Rule
Ideas Before Channels
Don’t Leave Any Dead Ends

14. Don’t Create Content for Contents Sake

15. The 70:20:10 Rule
Brilliant Basics
Do what works
Innovate
Niche campaigns
at a mass scale
Experiment
New ideas, prepared
to fail

16. Ideas Before Channels

17. Don’t Leave Any Dead Ends
“
When I first started you would pitch a story because without a
good story, you didn't really have a film. Later, once sequels
started to take off, you pitched a character because a good
character could support multiple stories. And now, you pitch a
world because a world can support multiple characters and
multiple stories across multiple media
Unnamed Hollywood screenwriter, quoted by Henry Jenkins
”

18. Don’t Leave Any Dead Ends

19. Stories for Storytelling
Our Current Approach

30. Offline channels

35. peter_burns@waitrose.co.uk