What makes great branded content and how can brands, producers, agencies, platforms, media owners,
publishers and influencers engage audiences for maximum benefit and payback
Definition of branded content:
"From a managerial perspective, branded content is any output fully/partly funded or at least endorsed by the legal owner of the brand which promotes the owner's brand values, and makes audiences choose to engage with the brand based on a pull logic due to its entertainment information and/or education value."
Source: Oxford Brookes University/Ipsos MORI
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