The most effective branded content is content Vice New Zealand would have created regardless of commercial objectives, according to the publication’s head of marketing and business development, David Benge.
Benge told The Drum the brand-funded work that fits seamlessly and naturally within the publication is always the most successful.
“As a general rule, the best branded campaigns for us – the ones that we are most excited about and the ones that are most successful for our clients – are when we make stuff that we want to make and we would have made anyway,” said Benge.
Benge cited the brand’s Read full story ›
Source: The Drum
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