BCMA Celebrates Landmark 20th Anniversary Year
Branded content has continued to be the dominant multi-billion-dollar marketing discipline of the 21st century.
The Branded Content Marketing Association (BCMA) has been at the forefront of this continually evolving sector of marketing communications for the past twenty years.
Established in Soho, London in 2003, it was the forum for brands to meet producers. Thanks to its passionate and diverse membership base, it has grown to become the leading global member association promoting the value of branded content and influencer marketing. BCMA continues to lead the debate on what makes great branded content and influencer marketing, how brands, producers, agencies, platforms, media owners, publishers and content creators can engage audiences for maximum benefit and payback.
More recently the BCMA has focused on the extraordinary growth of Influencer Marketing that is now reaching critical mass, and continues to prove the effectiveness and promote the value of branded content and influencer marketing, through best practice and shared learning.
We look forward to celebrating our landmark 20-year anniversary with you, our wondeful Members.
Branded Content Trends: Meaningful Branded Content
There is a growing trend in brand activism and purpose-driven marketing, with consumers increasingly expecting brands to speak out about important social issues. Recent examples include Nike’s ‘Just Don’t Do It’ campaign, Bodyform’s ‘Womb Stories’ and Brewdog’s Forest, where they will plant one million trees becoming the first carbon-negative global beer business.
The BCMA are committed to producing the best practice guide to Meaningful Branded Content, a manifesto of principles that members adhere to in pursuit of creating and producing the most meaningful experiences in branded content.
We spoke to Jez Jowett, Managing Partner, Content and Partnerships North America and Global Director, Media Creativity at Havas Media Group and BCMA USA Advisory Board member, about the importance of Meaningful Branded Content.
Series 5, Episode 17
Founder Of Disabled Influencer Agency Talks Influence Ft. Martyn Sibley
Martyn works at the intersection of business, technology and leadership to drive change for a fully inclusive world. Starting one of the first lived experience blogs in 2009, he's created high quality content, built online communities and started multiple businesses. Growing up with a physical disability, he's faced many personal challenges, and successfully chased down many dreams! From working in London, to driving a car with his hands, scuba diving, and being engaged to his soul mate. His mantra is 'Everything is possible'! After gaining a degree in economics and a master's in marketing, Martyn started his career at a charity for disability rights. Following his love of blogging and social media, he quickly became a disabled influencer (regularly appearing in the UK's disability power 100 list), plus working in media and tourism for social change. He's a published author (Everything is Possible - Travel Memoir), an international speaker, media spokesperson, appeared in the LinkedIn TV ad in 2021, and has published many blogs, vlogs and podcasts. In particular he livestreamed 'The Daily Sib' in the first months of the pandemic, interviewing a wide range of disabled people and disability ally's. Disability Horizons was the first disability magazine to utilise online content and social media. Created alongside his friend Srin Madipalli, its given a voice to disabled people like never before. Even 12 years after launching it continues to publish educational and entertaining information by disabled people, for disabled people. Accomable, also co-founded with Srin, disrupted the accessible accommodation industry and was acquired by Airbnb in 2017. Most recently in partnership with the Goat agency (global leaders in influencer marketing) Martyn started the award winning Purple Goat agency. In just three years they're working with multinational companies and the best disabled content creators, giving representation to disabled people in advertising like never before.
Listen & Subscribe now:
Beer Masters: The Search For Europe's Next Great Beer
Award-winning branded content production company, Electric Robin (part of Banijay) has created Beer Masters. The show is funded by Anheuser-Busch InBev (ABInBev), the world's largest brewer.
Presented by James Blunt and Jaega Wise the homebrewing competition sees Europe's best home brewers go head-to-head across five challenges brewing popular beer styles and taking on creative and technical challenges.
Each episode the beers are judged by top brewmasters and beer lovers with only one team being crowned Beer Masters!
We've spoken to Adam Kaczmarski, Creative Producer at Electric Robin about the hit series, how it came about, how they sold it to the client and what advice he'd give to brands wanting to create entertaining branded content.
Evaluating The Effectiveness Of Branded Content
BCMA Global research partners, Ipsos have published their latest case studies from the proprietary effectiveness developed in partnership with the BCMA. Referred to as the Branded Content Suite, the measurement tool has three key stages that must be integrated into the management of branded content camaigns; 1) Create; 2) Test & Learn and 3) Measure & Improve.
We've developed the tool to create benchmarks for branded content success. We believe it is imperative that we can offer BCMA members this tool to ensure we evaluate campaigns a homogeneous way.
Thanks to using the same methodology throughout the process, we can achieve consistency in evaluating branded content campaigns. More specifically we can: a) Follow content development through the process; b) Refine the content, optimise it; c) Apply learnings across brands with similar goals.
Branding With Purpose: Interview With Jonny Madderson
Jonny Madderson is the Co-Founder and Filmmaker at JustSo, an award-winning content studio based in London, and a certified B Corporation® agency. is launching a new media property that is dedicated to branded entertainment, longer narratives and engaging storytelling.
Since 2007 they’ve been at the forefront of strategic-led storytelling and new entertainment partnerships.
Working with leading brands, such as Red Bull, Diageo, Toyota, Netflix, Adidas and O2, they are creating powerful branded entertainment in a sustainable and meaningful way.
We spent time with Jonny and the team at JustSo to discuss the topic of how they instill the 'Branding With Purpose' message across the agency and translate this into the client briefs and resulting content they produce.
The Best Practice Guide to Influencer Talent Management
We have partnered with BCMA members, GEN Z TALENT to bring your our latest Best Practice Guide. GEN Z TALENT represents a new generation of content creators, producing powerful influencer marketing campaigns for globally recognised brands such as Starbucks, ASOS, Taco Bell, Jack Wills, Lounge Underwear, Schuh and Universal Music.
Influencer talent managers are professionals who represent and work on behalf of social media influencers or content creators to help them build their brands, negotiate contracts, and manage their careers.
Download the Best Practice Guide to Influencer Talent Management now.
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