Where Branded Content Is Headed

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We came across a post by @PWeissbr earlier on the new meaning of marketing and the future of branded content, and wanted to share.

“About 12 years ago, a wise Englishman, highly respected and admired until today said:

‘In the future the TV commercial will still be fundamentally important, products are going to be about entertainment. If it isn’t communicated to us in an entertaining way, we’re not interested. It’s not the end of the commercial if it’s entertaining. It’s the end of everything if it’s not entertaining.’

We are living today – with maximum intensity, acceleration and a natural unpreparedness – the reality of the powerful intersection between Marketing, Advertising and Entertainment.

The year 2013 was special because represented the peak of this encounter of territories, of the inevitable convergence that has been, for decades, a reality mainly outside of Brazil.

At the same time, it has never been so difficult to identify what is Advertising that entertains and what is Branded Entertainment and Branded Content, not to mention Native Advertising, Brand Publishing, Brand Newsroom, etc.

All around the world, today’s consumer is no longer passive, but a co-author on a broader non-linear social conversation – and highly visual – that happens around the content distributed by the traditional model of broadcast.

The consumer fully produces in a participatory and hiperconnectedculture, watching and interacting with events and contents simultaneously, on the spot, live. And in real time.

To read the full post, click here

Alex is a Content & Community Manager at [L]earned Media. Prior to joining, Alex worked in Account Management at JWT, with brands such as Tylenol, Zyrtec, Benadryl, Sudafed, Symbicort and Onglyza. Alex graduated from the University of Wisconsin-Madison with a degree in Journalism.

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