This interview with James Morris, the global head of BCMA member Mediacom Beyond Advertising, was original published on BOBCM, which is curated by our Global Council and UK Advisory Board member Justin Kirby in partnership with the BCMA. He kindly participated in the Re-thinking Creativity panel we put together in partnership with Justin for the Cristal Festival in December, where James was also on their Branded Entertainment & Content award jury.
I recently caught up with Mediacom Beyond Advertising’s (MBA) James Morris. He kindly participated in the Re-thinking Creativity panel that I helped put together for the Branded Entertainment & Content Summit at Cristal Festival in France last month, where he was also on their Branded Entertainment & Content Award jury.
Big ideas with legs, or more smart tactical content?
We started by discussing whether MBA’s award-winning examples of Branded Content & Entertainment (BC&E) represent the spectrum of the work that is being created by MBA agencies, or are just a subset of their overall output.
There were two things that struck James about the judging process. The first was that there seems to be a lack of distinction between what is branded content and what is advertising. Although the jurors may each have their own interpretation of what the difference is there isn’t any common agreement.