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Branded content is about telling the best story, generating the most interest among consumers and creating the best new thinking – in an authentic way. Influence is what’s driving the new world of marketing. To create this, brands need to move from a transactional mindset to one of looking at partnerships that create movements. Samsung succeeded in its collaboration with Jay-Z for his album launch, demonstrating the power of the perfect brand/influencer partnership. Hear from the mastermind behind the project.