07 Nov 2018
15:35 - 16:15
Keynote: Can A Branded Content Studio Have A Soul?
Branded content — or sponsored content or native advertising or whatever we’re calling it this week — has issues. Those issues manifest themselves in endless iterations of listicles and in countless hours of doc-style videos, many of which are competently executed, but sanitized, anonymized, and ultimately devoid of life. This is branded content’s existential crisis: it has no soul. And without soul, we who toil in branded content may be doomed to create things that few will watch and no one will remember.
Does it always have to be that way? Er, well, let’s hope not! But adding soul might mean we have to fundamentally rethink how we go about building our branded content studios.
Please join Graham Nelson — co-founder and former creative director of Vox Media’s Explainer Studio — as he discusses the ways in which style, structure, process, genre, and even bedrock philosophy can help build a studio with a soul. Along the way, he’ll reveal his many successes (and just as many mistakes) in building studios at Vox and The Huffington Post. Bonus: he promises if he uses the word “innovation” or the phrase “never-been-done-before,” he will buy you a drink after the show.