I don't think the description of truly effective branded content will change in the years ahead. The content that will inspire and make an impact will be centred on stories that have a universal truth at its core, delivered in an engaging and genuine way that stands up to any editorial content out there.
Key Insights
Branded content is no longer just "branded content". It's "Barbie", it's a groundbreaking documentary about the fishing industry that broke the internet, it's often groundbreaking content that inspires and moves audiences beyond delivering KPIs for the main brand. It's ultimately stories that mirror how society behaves at the moment — and the good stuff will move you and shape how you think.
Signature Work Achievements
Oversee BBC StoryWorks' industry-leading, multi-award-winning branded travel/tourism content that stems from singular insights derived from BBC Studios' in-house emotion measurement tool, Science of Engagement.
Career Lessons
Be open to different career paths as they unfold. You never know what you'll stumble into. I was adamant I'd stay a career journalist for the rest of my life until the world of branded content unfolded – and I grabbed the chance to get involved.
