2015 is on its way to being named the Year of Branded Content Studios. Time Inc.’s “The Foundry”, Condé Nast’s “23 Stories”, Deep Focus’ “DFx” and Omnicom’s mega-merger to name a few. Not a second too early, but a very welcoming movement. This now implies that the clients are ready for it as well. Though, I can’t help but wonder (take a deep breath, this is a long thought) – are these new studios just next in line of recent years’ tendency of renaming basic industry terms with new millenialized words, will they just go on as before their new definition, ending up delivering standardized products? Just because one piece of content performed well for one brand, doesn’t mean that it will do so for another. Or will someone actually pick up the baton and not only raise the bar, but continue to do so for the level of branded content?
The thought led me through a (short) state of eager excitement, thinking of all the possibilites there are in the latter, but before I knew of it, reality and rationality hit me. I would love for the latter to become a reality, but find it very hard to believe.
Many an ad professional is used to creating very brand-centric content for their clients, as that’s what the business does. Everything from a TVC to a cinemagraph to an good old print ad. Everything created with basis in a brief listing X amount of USPs and key messages that MUST be communicated (because the average human brain is a master at comprehending 7 messages as the same time), added a client’s insistence on the presence of these, which often leads to compromise of the creative and the delicacy of subtleness, leaving the creative with an ambivalent feeling about the content, as they know what it could have become. But the content is created and publised, and the client runs off telling everyone that they’ve created branded content.
But is that what branded content should be like as well? For me it isn’t. What in my opinion sets aside good from bad, is when the brand becomes secondary focus, and bringing its passion and purpose to life becomes the primary. Makes it real, trustworthy, moves. Content that doesn’t do that, shouldn’t be allowed the definition of branded content (We need a new name for that)
I’m not saying these branded content studios are a bad idea, on the contrary. Especially if they focus on co-creating with profiles outside of the hub. Because, how can one creative department fulfill the needs of all their clients with all their different target groups, if this is about showing the right passion? A lot of insights won’t provide the answer. You just can’t teach a feeling or a passion. If you look to co-creating, with people who feels the same passion as your target group, you will acheive a better and real result, one that will be able to make that emotional impact on it’s audience.
Think about it; if these new studios make way for a world where engaging in branded content was seen as a bold, respected move by the brand, as they are setting aside their brand, to create associations around their brand, refraining from insisting on USP’s and multiple messaging. Not just something everybody did because everyone else was doing it.
Fingers crossed!
Trine Keller-Andreasen 