Branded Content that Works

Pitch Perfect: Insights from Bonnier News on Branded Content (E3)

Per Karlsson, Senior Pitch Director at Bonnier News, shares his perspective on the art of pitching branded content, exploring how to balance commercial ambitions with authentic storytelling while meeting evolving client expectations. Drawing on his extensive experience, he presents a detailed case study of the successful Go Live a Little campaign for Apollo, outlining the strategies that drove its strong performance and the key lessons learned along the way. keywords branded content, pitching, advertising, media, Apollo campaign, content strategy, AI in media, client relationships, industry trends, content marketing Chapters 00:00 The Art of Pitching Branded Content 02:18 Understanding the Role of a Pitch Director 03:52 Defining Branded Content: Clarity and Confusion 07:31 A Personal Anecdote: Lessons from a High-Stakes Pitch 10:40 AI in Branded Content: A Tool for Authenticity 12:12 Case Study: The Apollo Campaign 27:46 Measuring Success: KPIs and Outcomes 35:19 Lessons Learned: Challenging Client Expectations 37:12 Trends in Branded Content: Shifts in Client Expectations Appendix: Hemkop Tiktok: https://www.tiktok.com/@hemkop_sverige [https://www.tiktok.com/@hemkop_sverige]

Crafting Compelling Audio: Insights from Lower Street Media (E2)

In this conversation, Harry Morton, founder of Lower Street Media, discusses the transformative power of podcasting, particularly in the context of branded content. He shares insights on how setbacks can lead to new opportunities, the evolution of podcasting as a medium, and the importance of understanding client needs. The discussion also highlights a successful case study with Boston Consulting Group, showcasing how creative approaches can lead to impactful campaigns. Throughout the conversation, Harry emphasizes the need for brands to be brave and innovative in their podcasting efforts to truly engage audiences. Chapters 00:00 Turning Setbacks into Opportunities 05:16 The Evolution of Podcasting and Branded Content 10:51 Understanding Client Needs in Podcasting 16:39 Creative Campaigns: A Case Study with BCG 27:44 Lessons Learned and Future Directions Keywords podcasting, branded content, audio storytelling, creative campaigns, client collaboration, marketing strategies, podcast agency, audience engagement, content creation, media trends

Think Like a Publisher, Act Like an Agency- Inside the Irish Times Content Studio (E1)

Gavin Mcauliffe, Head of Content Studio at The Irish Times Group, takes center stage in this episode. Known as a true force in branded content, Gavin shares his journey from leading commercial creative at RTÉ to building Ireland’s most dynamic content studio. Dive in for insights on creative leadership, the evolution of branded content, and the story behind an award-winning Sky campaign, plus plenty of industry anecdotes and inspiration for anyone passionate about media and storytelling.

Branded Content that Works - PROLOGUE

In this inaugural episode of the Branded Content that Works podcast, host Stine Holmgard engages with podcast expert Bjørn Barfoed Vestergaard to explore the intricacies of launching a podcast. They discuss the importance of understanding the audience, avoiding common pitfalls, and the significance of authenticity in interviews. The conversation also highlights the potential of podcasting to build community and share valuable insights within the branded content space.