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CONTENT & CONVERGENCE IS THE TOP

BRAND STRATEGY

This week we attended the APA (Association of Publishing Agencies) International Content Summit at Old Billingsgate to hear a number of top brand marketers discuss the latest trends and themes in the content marketing industry. From traditional print to digital content, the speakers covered an array of brand case studies and innovations. We’ve listed below some of the key points that we found interesting from the summit.

· Rory Sutherland, Vice Chairman of Ogilvy Group UK said great ideas come from human psychology aligned with technology innovation.

· According to Nigel Cameron, President and CEO of C.PET, the future of branded content is mutual curation.

· Will Sansom from Contagious Communications provided great examples of integrated and collaborative campaigns including Starhub with Topshop in Japan and Intel’s ‘Museum of Me’.





· Ruth Spencer from Boots discussed the key points of a successful multichannel campaign, including integration and playing to individual channels’ strengths. She also said that you need consistent brand values across all channels of engagement.

· Myf Ryan, GM Marketing for Westfield UK showed the brands viral video that was launched to promote the opening of the new Stratford store and told the audience that consumers choose what and where to engage with content.

· Sarah Tuke from Coca-Cola said it was all about collaborative storytelling and gaining key influencers to help engage with your customers.

· And lastly Ben Hammersley, technologist, journalist and broadcaster told the audience not to focus too much on digital or traditional, one or the other, or playing catch-up with the latest innovations and trends. Simply put, brands should focus on making good stuff. He then commented “make beautiful things” – wise words!

Overall the APA International Content Summit was insightful and has re-affirmed our own belief that brands have become media owners, or content publishers. At Adjust Your Set we believe that the “good stuff” produced by brands should be shown via video and as brands do become media owners, developing great video content will be a key trend for 2012.