Our Tenthwave clients hosted the launch of the latest edition of 2015 edition of the ‘Best of Branded Content Marketing’ (BOBCM) series we curate and produce in New York last week. This included the panel session we put together with execs from JWT, Mashable, Piro who discussed how the lines between advertising and entertainment continue to blur and what that means for both brands and consumers. The panel was moderated by The Drum’s editor Stephen Lepitak and you can read their write up of the session here. We’ve also included a selection of quotes from the panelists below:
Mike Wiese, Head of Content at JWT:
Audiences don’t really care if something is branded or not most of the time. They just want to be entertained.
Stacy Martinet, Chief marketing officer at Mashable:
Everyone is rushing into branded content but it’s expensive so if you don’t have something to say, you don’t have something to make.
Tim Piper, Founding Partner Piro:
For me, advertising and entertainment are miles apart. I think the divide will remain for a while. In advertising, people are thrilled if an ad goes viral or even gets watched. Then there’s a few thousand people in LA who create work that people pay to go and see.