By Paps Shaikh

We spend a lot of time talking about what branded content is and how it fits in to the advertising ecosystem, but what is the driving force behind it?

The relationship between content and advertising has changed. Pre-2000, I worked at Emap, a traditional publishing house, where the old adage was that editorial and sales would never interact because editorial felt that they had to sit in an insulated bubble so that they weren’t tarnished in any way by the sales team who were out talking to brands. Obviously I’m dramatising this for effect, but it happened.

Fast forward 14 years Read full story ›

Source: The Drum