By Natalie Mortimer

Brands looking to generate deeper, more engaging relationships with consumers will start to produce more “smart content” in the style of Amazon and Netflix, according to Critical Mass executive creative director Sascha Reeb.

Speaking to The Drum Reeb said that rather than “sticking their money in a campaign” brands will begin to develop slow burning products or experiences, such as Amazon Prime or Netflix’s original programming, that will behave as the “best ad and the best campaign that you can have”.

“There is going to be more and more of this developing smart content that is not necessarily going to Read full story ›

Source: The Drum