Peter Burns' presentation from The Future of Branded Content, by Fire Circus

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Peter Burns' presentation from The Future of Branded Content, brought to you by Fire Circus - conferences and events that fuel your innovation

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Peter Burns' presentation from The Future of Branded Content, by Fire Circus

  1. 1. Modern Storytelling Branded Content @ Waitrose
  2. 2. The Waitrose Content Portfolio Weekend Kitchen Recipes Entertaining Drinks Social Waitrose TV Digital
  3. 3. Our 4 Key Principles For Creating Great Content
  4. 4. Don’t Create Content for Contents Sake The 70:20:10 Rule Ideas Before Channels Don’t Leave Any Dead Ends
  5. 5. Don’t Create Content for Contents Sake
  6. 6. The 70:20:10 Rule Brilliant Basics Do what works Innovate Niche campaigns at a mass scale Experiment New ideas, prepared to fail
  7. 7. Ideas Before Channels
  8. 8. Don’t Leave Any Dead Ends “ When I first started you would pitch a story because without a good story, you didn't really have a film. Later, once sequels started to take off, you pitched a character because a good character could support multiple stories. And now, you pitch a world because a world can support multiple characters and multiple stories across multiple media Unnamed Hollywood screenwriter, quoted by Henry Jenkins ”
  9. 9. Don’t Leave Any Dead Ends
  10. 10. Stories for Storytelling Our Current Approach
  11. 11. Offline channels
  12. 12. peter_burns@waitrose.co.uk

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