By James Hunt

Two things strike me as the word ‘advertising’ is increasingly replaced with phrases such as ‘branded content’, ‘native’ and ‘content marketing’.

The first is that we media types love to use two or three words when one would usually do, and the second is in an industry where disruption is now the new norm, how difficult it’s becoming to accurately define its continued evolution. And even harder to then deliver on it.

Whichever term is used to describe what marketers and content creators do, what isn’t in doubt is that to cut through in such a cluttered landscape, an agile approach is Read full story ›

Source: The Drum