They say that content is king, but who’s the king of content? The much-debated changing media landscape has seen an interesting range of new kinds of companies launch into the branded content arena – bringing with them a host of storytelling skills not often found in more traditional agency set ups.
The panel at the World Media Awards’ recent ‘Masterclass in Storytelling’ is a case in point. On stage, speaking to Bloomberg’s Executive Editor Arif Durrani, was an interesting bunch who showed that tapping into editorial skillsets and treating people as audiences (and not mindless consumers) may prove the key to helping brands win the battle for eyeballs and attention. READ THE FULL ARTICLE