Casper Shirazi, Head of Features at Liwa Content.Driven.It was a Teams meeting with the regional marketing head for a global brand. Topic: would they dare be a first-mover in long-form, factual entertainment – a revenue-generating story – a media asset that pays for itself?
Her reply: “I’m salaried; why should I care about monetisation?” Fair question… but isn’t that exactly when you hand cultural equity to braver rivals?
Meanwhile, L’Oréal, WhatsApp, Johnson & Johnson, meditation app Headspace, have closed seven-figure licensing deals with streamers. They’re turning marketing budgets into revenue-generating IP while others keep ‘approving’ 90-second spots for Women’s Engineering Day (+ 15″ cut-downs that vanish in
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