Advertising

5 situations where you need a content agency

12 Jan 2015, Posted by Alexandre Gravel in Advertising, Branding, Content, Media

Partnering with a content agency can be extremely profitable. Those of you who have seen me speak recently heard how I believe the model of the content agency integrates very well into the current marketing and communication agency ecosystem (advertising, media, PR, digital, etc.). A…

How they messed up a brilliant content campaign

10 Jan 2015, Posted by Alexandre Gravel in Advertising, Content

Hearing about fails is always a good thing. My fiancee knows I love to read about fails. I believe more people, brands and agencies should be open about things that don’t work out. And she’s the one who sent me this week’s article. In it,…

The Reason Short-Term Content Campaigns are Doomed to Fail

15 Sep 2014, Posted by Alexandre Gravel in Advertising, Content

It’s a marathon, not a sprint. When building a content marketing or branded content strategy, there comes a point where you have to establish how long the campaign should run. Of course, it will have budgetary implications, but it will also have direct ROI implications…

Consumers want branded content

25 Aug 2014, Posted by Alexandre Gravel in Advertising, Branding, Content

59% of adult internet users watch videos when they visit a brand’s website I’ve already talked about self-distribution when it comes to branded content. Self-distribution being when a brand publishes content on their own platforms., think of it as owned-media. When trying to reach a…

Vitaminwater gambles big with branded content #brilliantworks

18 Aug 2014, Posted by Alexandre Gravel in Advertising, Content

The brand allocates 80% of its canadian marketing budget to the #brilliantworks series. The content marketing part of the operation is mostly constituted of video clips on YouTube. The series is built around collaboration between creatives and artists, becoming the birth of projects between the…

The 7 rules of content marketing, by Adidas

11 Aug 2014, Posted by Alexandre Gravel in Advertising, Branding, Content, Media

For the World Cup, Adidas went with a content first approach. Here’s what they learned. The World Cup is where a lot of marketing money gets spent, with the entire world watching. Of course, not all advertisers have the means and intended reach of the…

5 Great Habits in Branded Content

23 Jun 2014, Posted by Alexandre Gravel in Advertising, Branding, Content

Branded content can be a really good thing, but it’s also not that hard to fail at it. Here are 5 habits you need to have. When a brand decides to integrate itself into a content production, old reflexes are sometimes bound to surface in…

Producers, and brands, must be ready to compromise

21 Apr 2014, Posted by Alexandre Gravel in Advertising, Content, Télévision

How both parties feel they have all to waste in the branded content arena. On April 5th and 6th 2014 was held the annual MIPCOM, the “deal-making event for documentary co-financing and co-production, as well as the world’s only factual content library.” In short, the…