The brands that win will stop chasing attention and start earning time. Effective branded content will feel chosen, not forced, and work across formats people actually use. Video will set the pace, but agility will be the real advantage: testing fast, learning faster and adapting in real time. In a world of endless content, the work that dares to be useful, entertaining or bold enough to matter will be the work that lasts.
Key Insights
The strongest branded content earns attention, it doesn’t interrupt. We see that audience-first storytelling, built on trust and editorial standards, consistently outperforms traditional formats. Innovation requires courage. The teams that dare to experiment, fail fast and adapt quickly are the ones shaping the future of branded content. Looking ahead, we believe success will be driven by video-led storytelling, smarter use of data and closer collaboration between editorial, commercial and product teams turning branded content into a true growth engine for publishers and brands.
Signature Work Achievements
We are one of the Nordic region’s most awarded branded content studios, with proven impact across both national and international competitions. At Schibsted Partnerstudio, we consistently turn quality storytelling for our clients into measurable business results across premium news brands like VG, Aftenposten and E24. A defining achievement has been our ability to prove effect through campaigns that deliver attention, engagement and performance at scale. We have pushed video storytelling far beyond standard formats, developing episodic series, premium frontpage video and live concepts that audiences actively choose to watch and spend time with. Last year we also challenged how content is made. - by introducing AI-driven workflows and smarter production processes, we increased speed, relevance and creative precision, without compromising quality.Testing, learning and evolving fast is not a side project for us: it’s how we manage to stay ahead.
Career Lessons
Build for impact, not approval! Great branded content comes from teams that dare to test, fail and try again, fast. Respect the audience and the editorial context! Trust is your strongest currency. Don’t separate creativity from performance. The best work delivers both. And finally: Take space. Leadership in branded content is not about having all the answers, but about setting direction, backing your team and pushing the industry forward.
