Branded Content by Miguel Gonzales, Draft FCB

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The Talk: Content is the new currency in new media, especially in advertising circles. Predictions about the end of advertising as we know it feel as if they’re coming true. As the agency model shifts from interruptive bursts toward creating original content, some guidelines are beginning to appear. Advertisers and their agencies need to define content archetypes during this transitional period. Examples are already all over the interactive space.

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  • Branded Content by Miguel Gonzales, Draft FCB

    1. 2. BRANDED CONTENT: AN AGENCY PERSPECTIVE Miguel Gonzalez Vice President, Creative Director / Content Director Tuesday, September 16, 2008
    2. 3. “ WE ARE ALL IN THE CONTENT BUSINESS” We’re in a transitional time, actually The convergence is converging agency services Advertising relies on persuasion , Hollywood doesn’t
    3. 4. PERSUASIVE CONTENT? Worth the viewer’s time Worth sharing with others Lean forward vs. lean back Depth on demand
    4. 5. THERE’S A CONVERGENCE GOING ON <ul><li>General Advertising : Commercials, print and outdoor </li></ul><ul><li>Direct Response : DRTV, direct mail, email and print </li></ul><ul><li>Promotion : Point of sale, retail programs, sweeps/contests and events </li></ul><ul><li>Interactive : Sites, display (banners), email and search </li></ul>
    5. 6. THERE’S A CONVERGENCE GOING ON Persuasive content is moving into the interactive space
    6. 7. WHAT MUST WE DO? Brand Narrative No longer just a “user experience” Not just one message, a brand story Sustainable Discovery We ask for her time and attention We owe her new content over time (just like studios)
    7. 8. SAVE THE PANTS!!!
    8. 9. BASIC TRAINING
    9. 10. NOLAF
    10. 11. KMART SHOW YOUR STYLE
    11. 12. CONTENT ARCHETYPES Scripted : Drama, Sitcom, Sketch/Spoof Unscripted : Reality, Makeover, Contests Variety/Gaming : Sports, Music, Game Show News/Documentary User Generated : Numa, Response, Oddity, Parody
    12. 13. CONTENT ARCHETYPES Scripted : HP, Crash Course with Shaun White Unscripted : Dove, Campaign for Real Beauty; OfficeMax, Penny Pranks Variety/Gaming : McDonald’s, The Lost Ring News/Documentary : Liberty Mutual, Responsibility Project; Holiday Inn Express, The Smart Show User Generated : DiGiorno, The Ditcher; Scion, United
    13. 14. ONE BRAND STORY, MANY PLATFORMS VOD WEB PODCAST GAMING MOBILE WIDGET SOCIAL APPS TV/C RADIO RETAIL EXPERIENTIAL PRINT OOH GUERILLA

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