Content Marketing for Creators
Bravo to Heinz Australia, agency Y&R New Zealand, and studio Assembly Ltd. for this bit of genius. If you haven’t seen Geoff the Film, take three minutes and watch it: (if you’re like me, you’ll watch it a second time – it’s that good) Firstly, this is a bold piece of filmmaking. Conventional wisdom is … Continue reading Brilliant branded content: Geoff the Film from Heinz Australia
Since any form of media can be classified either way, it might be useful to discuss what distinguishes content from advertising. Video, words, and images can all be used in both content and advertising, although they are usually combined in some form or another. Some forms seem to be emerging as fairly specific to content, … Continue reading How is content different than advertising?
For decades, traditional advertising has been involved in an escalating arms war with their customer. Cities pass laws to limit billboards, so advertisers buy bus stops and benches. Customers use adblockers and DVRs; advertisers sue OEMS, enact paywalls, and turn up the volume. Companies put hated auto-playing ads in web banners and on websites; customers … Continue reading Let Advertising Die Already
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