Brands' ability to reach their target is directly linked to how much advertising they are buying. By offering genuine value from your content, brands can build their own loyal audiences.
Lessons for Brands from Dreamworks’ “How To Train Your Dragon” series
While 'Dragons' may have all the trappings of a fantasy adventure, the universal charm of Dragons is that it's really about the special bond between a boy and his dog.
LESSONS FROM HOLLYWOOD: How Brands can use Storytelling to Build a Loyal Audience
For a century, Marketers have been in the business of interruption. That is, inserting their brand messages in between the consumer and the content he is actually trying to get to.
What Brands Must Learn from the Entertainment Industry, Part 3
In this three-part video series, I discuss how brands must harness the power of storytelling and #contentmarketing to succeed in this new era of new digital media. In this first video, I talk about how digital media has changed consumer expectations and Brands must no longer rely on interruption to reach audiences. https://youtu.be/WhZheHdKfxQ In this... Continue Reading →
What Brands Must Learn from the Entertainment Industry, Part 2
In the age of on-demand digital media and ad blocking, Brands must move away from interruption-based marketing and instead develop content that audiences want to consume. That means learning how to think like media companies. https://youtu.be/CRzZ9Te5Rqg
What Star Wars and Marvel can teach brands about Content Marketing
Earlier this week, at the Asean CMO Experience in Kuala Lumpur, Malaysia, I got the chance to talk about my favorite topics: Star Wars, Marvel superheroes and Content Marketing. In my presentation Why Brands Must Think and Behave Like Media Companies: Rethinking Marketing with Lessons from Hollywood, I discuss why consumers in the digital media... Continue Reading →
5 tips for digital content
Combining an influencer outreach programme, traditional PR and an initial burst of paid media can give your content that boost it needs to get an audience’s attention and get that Share snowball rolling.
More Awards for SingTel
SingTel won two Bronze Awards at Marketing Magazine's Marketing Effectiveness Awards 2012 for its "Home Without Walls" and "F1 for Everyone" campaigns. Congratulations to the team!
SingTel’s “Home Without Walls”
Home Without Walls by SingTel celebrates the amazing connections we make every day that defines and build this world we call home. While each story gathered here is unique, we hope to show that beyond obvious differences, we are all connected by the dreams and aspirations we share.
SingTel at Ad:tech 2012, Singapore
I had the privilege of presenting a session alongside my good buddy Benjamin Grubbs from Turner. The session was entitled "When Technology Intervenes With Content Development and Execution" and we discussed how new technologies have led to the development of branded video content by brands. I talked about the importance of digital content in the... Continue Reading →