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By Ayesha Salim | Content Lead

June 20, 2017 | 2 min read

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Brands need to act like publishers when leveraging content to drive better performance outcomes, according to Publicis Media global practice lead of content, Belinda Rowe.

Belinda Rowe, global practice lead of content at Publicis Media

Belinda Rowe, global practice lead of content at Publicis Media

Speaking at Cannes Lions on day two of a five-part video series in partnership with Publicis, she says there are three main ways brands should be leveraging content to get the results they need.

“One is being audience-first rather than just leveraging content through campaigns. The second is thinking about how you are leveraging content through the customer journey,” she explains. “And the third is getting brands to start thinking much more like publishers rather than thinking about campaigns.”

For Erin Lanuti, chief influence strategist at MSL, influencer content is “very powerful at driving performance” simply because the content is more trusted than a brand saying its own product is the best. She says: “In test after test we’ve done, we’ve consistently seen that it drives more engagement and more sales.”

Data and analytics are increasingly playing a bigger role in a brand’s creative messaging and communications plan, according to Performics global CEO, Michael Kahn.

He adds: “Now even in creative campaigns, all of it is measured towards an outcome so performance and creativity have come together.”

Watch the full video above.

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