Everyone Wants In on Content, But What’s the Best Approach?
Posted in: Uncategorized
In a story last year, Ad Age detailed how two marketers collaborated to create long-form vignettes that ran during commercial breaks of a network TV show. But once the piece was posted online, the advertisers raised an objection to our characterization of the spots as “commercials.” Instead, they argued, they were content.
“We take a lot of meetings with various folks to know what they’re working on. It may not yield any immediate project,” said Tony Pace, chief marketing officer at Subway, which works with Content & Co. on the “4 to 9ers,” an online comedy series that’s been a hit on Hulu. “Our belief is you’re much better off if you’re there at the moment of inception or shortly thereafter and can find a way to collaborate with the creative and production community.”
Production companies are wired to generate high-quality content through connections with famous producers and directors, meaning they’re not necessarily positioned to optimize that content in real time. And while they know how to create the kind of content that people want to watch, they’re not as tuned in to brand strategy and marketing as other types of shops.
Post a Comment