Hm. I’ve been in what is now called performance marketing for decades, both agency and in-house client side, and I agree about the value of proprietary data. Always interesting to see how the larger advertising evolves!
Really interesting. I haven't seen or experienced this yet as my country has a delay in the industry, but I can see it at the bigger corporations, like Redbull and Nike. I'm not sure what to think about it. You kind of need it as a brand, people are tired of ads and the normal generic brand stuff, at the same time... I dont know how beneficial will this be for people, as we do need the independent journalists, not having a hovering brand over them when they write a piece. Like as a civilian, I would like to know this person wrote something not being influenced by a brand or political power.
it's a valid point. it's almost like reading an article on a news site that you're enjoying until you see that it's sponsored by a brand. it completely sours the whole experience. so it'll be interesting to see who ultimately will have the cards - a brand's economist isn't going to paint a picture that would ever slight the brand in any way. so maybe it makes real journalists more valuable? but I also think everyone is influenced to some degree...just look at Washington Post and Jeff Bezos
I love that brands are actually building a body of work and research that may actually contribute to something bigger than their products—or is that just wishful thinking?
i love where your head is at, but i almost feel like this is 2.0 - because brands need to see that they should be thinking about things that are bigger than themselves, whether or not it directly benefits them...and that will be the differentiator between now and what happens in the future
The part of this that jumps out for me is how journalists are trained to uphold “journalistic integrity.” Then, changing industries to be a content producer for a big brand fundamentally changes you to a marketer. There’s a dissonance between the integrity one might hope to maintain and the degree to which they compromise their values to promote a product or service.
Hm. I’ve been in what is now called performance marketing for decades, both agency and in-house client side, and I agree about the value of proprietary data. Always interesting to see how the larger advertising evolves!
we'll see how many brands actually take advantage of it, but glad to see a fellow performance marketer here!
Really interesting. I haven't seen or experienced this yet as my country has a delay in the industry, but I can see it at the bigger corporations, like Redbull and Nike. I'm not sure what to think about it. You kind of need it as a brand, people are tired of ads and the normal generic brand stuff, at the same time... I dont know how beneficial will this be for people, as we do need the independent journalists, not having a hovering brand over them when they write a piece. Like as a civilian, I would like to know this person wrote something not being influenced by a brand or political power.
it's a valid point. it's almost like reading an article on a news site that you're enjoying until you see that it's sponsored by a brand. it completely sours the whole experience. so it'll be interesting to see who ultimately will have the cards - a brand's economist isn't going to paint a picture that would ever slight the brand in any way. so maybe it makes real journalists more valuable? but I also think everyone is influenced to some degree...just look at Washington Post and Jeff Bezos
You’re on to something! In the AI era especially, having a real live human to contextualize and humanize brands will be more important than ever
In house storytelling is why I’m employed atm as a designer - v hot right now
so hot right now
I love that brands are actually building a body of work and research that may actually contribute to something bigger than their products—or is that just wishful thinking?
i love where your head is at, but i almost feel like this is 2.0 - because brands need to see that they should be thinking about things that are bigger than themselves, whether or not it directly benefits them...and that will be the differentiator between now and what happens in the future
The part of this that jumps out for me is how journalists are trained to uphold “journalistic integrity.” Then, changing industries to be a content producer for a big brand fundamentally changes you to a marketer. There’s a dissonance between the integrity one might hope to maintain and the degree to which they compromise their values to promote a product or service.
Great piece!