JWT’s Branded Content Approach Starts with Participation
Branded content is not an “if” for marketers; it’s a must-have, says Eric Weisberg, Executive Creative Director at JWT, in an interview with Beet.TV. To be effective, branded programming needs to...
View ArticleFrom Story-Telling To Story-Doing: JWT’s Weisberg
Brands shouldn’t just make content that reflects a particular message, they should create participative campaigns, says an innovative marketing exec. “Storytelling is something everybody talks about in...
View ArticleFor Branded Content, “Creative By Committee Is Death”
There’s “too many cooks”, and then there’s “not enough cooks pulling in the same direction”. For the new branded content opportunity, multi-disciplinary teams must all work together on clients’...
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