This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
2.
Plus Ça Change,
Plus C'est La Même Chose
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.“
Jus$n
Kirby
VP,
Strategic
Content
Marke2ng
Tenthwave
3. 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
4. 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:
"Branded
content
is
any
content
associated
with
a
brand
in
the
eye
of
the
beholder”
hSp://bit.ly/MGTdbD
5. 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
6. 2 sides of the Same Content Coin?
“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,
Founder
Ideatakeaway,
ideatakeaway
and
chairman,
BCMA
Scandinavia
7. The Yin Yang of
Branded Content Marketing
BRANDED
CONTENT
CONTENT
MARKETING
8. Branded Content
More
irra2onal,
and
focused
around
our
impressions,
such
as
whether
we
like
a
brand,
share
their
values,
etc.
Oen
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.
McCann
most
awarded
agency
in
the
history
of
the
Cannes
Lions
Fes2val
of
Crea2vity
9. Content Marketing
More
ra2onal
and
product
USP-‐
focused.
Oen
describes
content
that
is
more
informa2ve/
journalis2c.
Used
downstream
close
to
what
Google
calls
The
Zero
Moment
of
Truth
(ZMOT).
Hence
intent
oen
more
sales
orientated,
its
use
within
B2B,
the
close
link
to
SEO,
and
why
some
prefer
the
term
brand
publishing.
Image
Source:
The
Marke2ng
Score
Blog
hSp://bit.ly/1hxss5x
10. And Branded Entertainment?
Used
by
some
to
describe
campaigns
where
the
product
is
more
integrated
into
the
content.
Oen
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.
11. 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.
12. 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.”
Dr
Dave
Chaffey
Analyst,
author,
and
CEO
of
Smart
Insights
13. 3 Circles of The Overarching Branded
Content Marketing Approach
CONTENT
(CO)CREATION
ENGAGEMENT
MANAGEMENT
MEASUREMENT
DISTRIBUTION
Idil
Cakim
Analyst
+
author
Implemen/ng
Word
of
Mouth
Marke/ng
14. 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?
15. 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!
16. Welcome to the Rise of
Narrative Brands
PERSONAL
RELEVANCE
DRIVING
PURPOSE
WHERE
SOCIAL
SHOULD
LIVE
CULTURAL
CONTEXT
Gretchen
Ramsey
VP,
Strategy
Tenthwave
Digital
17. 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
18. 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.”
19. 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.”
20. 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).
21. Branded Content Marketing at Heart
of Every Marketing Strategy
• 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
aerthought.
• Becoming
the
communica2on
norm
across
the
organisa2on,
but
more
risks
s2ll
need
to
be
taken.
22. To Develop Deeper Relationships
With 21st Century Audiences
“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.”
PJ
Pereira
Chief
Crea2ve
Officer
Pereira
&
O’Dell
23. New (Open And Collaborative)
Agency Models Will Emerge
• 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.
24. 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
26. 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.”
Patricia
Weiss
Chairman
and
Founder
BCMA
South
America
27. 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
beer
than
knowing
a
lile
about
a
lot
and
a
lot
about
a
lile?
Knowing
a
lot
about
a
lot.”
Mike
Arauz,
Partner,
Undercurrent
hSp://bit.ly/1fAg3i5
28. To Understand Social Behaviour and
Culture Better
“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.”
Doug
ScoP
President
OgilvyEntertainment
29. Real Time and Agile?
• 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!
30. Or Something More Additive?
“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.”
John
McDermoP
Staff
Writer
Digiday
31. The Rise and Rise of Storytelling
• 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.
32. It Was Ever Thus, or Storytelling
Changes Everything?
“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.”
ScoP
Donaton
Chief
Content
Officer
UM
33. More Platforms, Devices
and Personalisation
• 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
shis
triggered
by
mobile,
shared
by
the
second
screen,
and
expanded
through
smart
displays,
eventually
moving
off
screen
to
become
part
of
our
branded
life.
34. It’ll Be Less About Branded Content,
More About Your Branded Life
“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.”
James
Kirkham
Global
Head:
Social
&
Mobile
Leo
BurneS
35. Brands Acting More Like
Media Owners
• 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.
37. From Wearable Tech To Get Back
Where We Started From?
• 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.
38. 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
40. Measurement and Analytics With
Increasing Fragmentation
• No
shortage
of
industry
measurement
standard
ini2a2ves
bringing
rigour,
but
they’re
oen
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.
41. Enter the Age of
Humanistic Marketing
“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
42. 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
craing
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.
43. 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
44. 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.
45. 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
46. 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
47. Strategy Still Starts with the Data
• 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.
49. And Finally
• 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.
50. 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
51. Report Curator
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.
Jus$n
Kirby
VP,
Strategic
Content
Marke2ng
Tenthwave
www.afluxstate.com
@juzzie
52. Report Partner
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.
www.thebcma.info
@theBCMA
53. Report Contributors
Charlene
Li,
the
co-‐author
of
the
bestseller
Groundswell,
author
of
the
New
York
Times
bestseller
Open
Leadership,
and
founder
of
Al2meter
Group
(USA)
Bjoern
Asmussen,
Senior
lecturer
in
marke2ng
at
Oxford
Brookes
University
(UK)
Jan
Godsk,
Founder
Ideatakeaway
and
chairman
of
the
BCMA
Scandinavia
(Denmark)
Melissa
Hopkins,
Global
head
of
brand
marcomms
at
Vodafone
(UK)
Mark
Welland,
Founder
of
New
Media
Works
(UK)
Max
Garner,
Managing
partner
at
Aegis
Media
(UK)
Ryan
Skinner,
Senior
analyst
–
content
marke2ng
at
Forrester
Research
(UK)
Robert
Bean,
Founder
of
Robert
Bean
Branding
(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)
Chris
Sice,
Managing
director
at
Blended
Republic
(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)
>>>
54. 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)
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)
Uroš
Goričan,
Crea2ve
director
at
Publicis
Slovenija
(Slovenia)
Steve
Ackerman,
Managing
director
at
Somethin'
Else
(UK)
Andrew
Canter,
CEO
of
the
BCMA
(UK)
Crispin
Reed,
Managing
Director
at
Fusion
Learning
(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)
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)
Chantal
Rickards,
Head
of
programming
-‐
branded
content
EMEA
at
MEC
(UK)
Sarah
Wood,
COO
at
Unruly
(UK)
Jason
Hughes,
Head
of
branded
content
and
product
placement
at
Sky
MEDIA
(UK)
Gretchen
Ramsey,
VP,
strategy
at
Tenthwave
(USA)
>>>
55. 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)
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)
Sean
McKeown,
Commercial
Director
at
Mumbrella
Asia
(Singapore)
Eric
Schwamberger,
Strategy
Partner
at
Tenthwave
(USA)
Doug
ScoP,
President
at
Ogilvy
Entertainment
(USA)
Karen
Pearson,
CEO
and
Founder
of
Folded
Wing
(UK)
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)
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)
Mark
Wood,
Partner
at
Krempelwood
(UK)
Leo
Liang,
Senior
director
of
na2onal
business
development
of
Youku
Tudou
Inc
(China)
Drew
Neisser,
Founder
and
CEO
of
Renegade
(USA)
Graham
Goodkind,
Founder
of
Frank
PR
(UK)
56. More About The Book
•
•
•
•
•
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.