By Angela Haggerty

Brands investing in native advertising are embarking on an “unhealthy” practice which risks identity and tone of voice being swallowed by surroundings, according to John Brown Media chief executive Andrew Hirsch.

Speaking to The Drum, Hirsch – whose company publishes magazines for John Lewis, RBS, Man City FC, Bupa, Emirates, and Waitrose – was critical of native and ad agencies, believing them to have coined the term in a bid to play in the booming content space.

However, the way it is used is actually a departure from traditionally successful content and used too often for ineffective, short-term campaigns, according to Read full story ›

Source: The Drum