Branded Content

biotherm

What branded content isn’t

It doesn’t give you a customer. It won’t tell you if you sold more product. And it’s definitely not easy, says Toast’s Alexandre Gravel.

HOTEL

Le Saint-Sulpice’s suite stories

The indie Montreal hotel opens the book on its art-inspired marketing focus, with a novel branded content push.

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HuffPost and Leo Burnett team up for content

A select group of the agency’s clients will participate in the new model, pairing writers and strategists from both companies to create content.

dennys

Denny’s does Hollywood

Ever wonder what your eggs and bacon get up to when you’re not looking? The restaurant chain has a new web series just for you.

Nissan1

Nissan’s documentary in the making

The car brand has embedded itself with community football teams to tell their stories as they unfold.

scotties

Scotties’ tissue-worthy campaign

The Kruger brand opts for an emotional branded content push to celebrate its partnership with the CBCF.

Mazda-MX5

Mazda launches an Insta-mag

The car co is driving down the quick and consumable content path, with a “magazine” on Instagram.

john oliver

Why John Oliver is wrong about native advertising

DAC Group’s Scott Ensign in defence of blurring the lines between news and content.

websina

Making content, not ads

California-based Portal A’s got 99 million views (and an ad ain’t one).

porsche1

What cycling, rowing and DJing has to do with Porsche

Hint: performance. It’s part of an intimate branded content play from the automaker.

What content marketers can learn from mom publishers

Performance Content Group’s Paul Cowan on competing for attention against baby videos and cat memes.

July/Aug cover

Getting serious about killer content

We may not be the first to say content is king, but in our latest issue, editor Emily Wexler looks at how it’s more vital than ever.

Branded entertainment is not an ad

Buck Productions’ Jim Kiriakakis hates the term branded content. It’s ill-defined and overused. Time to shift your expectations.

Copied from Media in Canada - CdnTireicetruck

What’s working now: hyper-local and relatable

From our June issue, strategy publisher Mary Maddever on the key to successful shareable content today.

avatar

James Cameron, Cirque du Soleil partner for arena show

The touring performance will debut in 2015, ahead of three Avatar sequels.