Will work that is genuinely and naturally engaging await the branded content and entertainment jury, asks Anathea Ruys
Content and branded entertainment are ways for brands to offer something of real value to consumers to engage with. But in a world where more content is created every day than can possibly be consumed, brands have to make sure they are creating content that will stand out from the rest and genuinely get noticed.
Consumers have no mercy when it comes to poor branded content in any format, whether that’s a live experience, a game, a piece of video content or a user-generated content campaign. They don’t have to, as there are so many options for them to explore. And it is that
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