Branded Content is now quickly becoming as an ubiquitous marketing communication principle to drive consumer engagement and social conversation as 'Ads' were in the last century. But mostly it is still applied as a campaign or program tactic, not embraced as a brand strategy. After all, the transition from message distributor to content producer represents not only a different mind-set from brands but also a significant re-organisation of resources and budget.
Patou will show some of Ogilvy's best work for clients such as IBM, Louis Vuitton, Perrier and Coca-Cola to illustrate how Big Brands are moving forward, how Ogilvy is developing its Branded Entertainment capability at the heart of its advertising agency through a.o. real collaboration with the Media & Content Industry... resulting - we hope you'll agree - in Big Bold Brand Building Solutions that are far from Boring.
by Paul Mallet
A session for senior marketers who are responsible for planning & managing multiplatform digital communications. Following from our sell-out session at Digital Shoreditch in 2011, we'll be revisiting our TOTAL DIGITAL approach, and outlining the last years' developments in the digital marketing arena. Based on our experience with leading FMCG brands including Ribena, Seven Seas, Corsodyl; Panadol Brass Managing Partner and Strategic Director, Paul Mallett will outline our approach to managing multichannel digital activity for our clients and how to project and measure ROI across multiple online channels. Paul's viewpoint is that social media, search, platforms and media operate as intrinsically connected nodes of a brand’s online eco-system. Treating online not as separate disciplines, but as a continuum from search to media to content to engagement leads to a more holistic (and realistic) Return on Investment model.
Questions answered : How do I work out the Return on investment of digital marketing activity? How do I manage multichannel digital activity for my brand?
21st May to 1st June 2012