By Arif Durrani

The evolution of content marketing was underlined last week when WPP’s MediaCom won the prestigious Content Marketing Association’s Grand Prix award, with a football pitch for Shell that lights itself.

Not so long ago, the CMA Awards were dominated by traditional publishing fare. The event used to reward editorial specialists who created strong content and products for brands, as typified by Sainsbury’s Magazine by Seven, or Virgin Media’s digital magazine by Redwood.

Last week’s winner by MediaCom Beyond Advertising leveraged kinetic tiles, created by tech startup Pavegen, to produce a truly stunning, holistic Power of Sport campaign across owned, Read full story ›

Source: The Drum