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THE MEDIA APRIL 2018

BRANDED CONTENT (AFP), or resort to the unsubtle flogging of one’s brand (a variant on the hoary exhortation to make the logo bigger, in advertising terms). Referring to a 2016 Nielsen’s Insight piece, Trafankowska ticked off the qualities that good branded content should have: A central personality, a unique concept, and a connection with the audience. It is also important for the style of content to be a good fit for the brand. Taking another point of view, Brady pointed out that if marketers are looking for airtime to disseminate their branded content, then it also needed to work for the broadcasters, and be wholly aligned to the station’s programming requirements, and deliver ratings. She warned that there is a third side to the relationship, that of the programme creator/producer, either developing original content or working with a licensed format. Often, she believes there are diverging needs, rather than common objectives: one of the keys to delivering successful branded content is for all parties to be very clear of their objectives upfront, and to reach agreement upfront. This desired relationship between the parties was often referred to as a “partnership”, stressing the need for close cooperation and the balancing of interests. Brady even suggested the value of having a neutral production manager to “keep all parties” honest. Another practical point of advice Brady made was that going the licensed format route ensured the gremlins had all been ironed out. Alternatively, she warned that marketers choosing to develop original content should ensure they worked with meticulous production companies, and that they also be prepared to understand that a lot of what makes TV content look good, actually happens behind the scenes. These points imply that time is a critical ingredient in creating successful branded content. “Often there are diverging needs, rather than common objectives: one of the keys to delivering succ essful branded cont ent is for al parties to be clear on their objectives upfront, and to reach agreement upfront.” Rodrigues concurred with the need for brands to “collaborate with their agencies and media partners, while providing enough time to create the magic”. Cooke shared the fact that he worked well in advance, developing an annual event calendar, to highlight P 20 The Media | wagthedog.co.za


THE MEDIA APRIL 2018
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