Cracking the Youth Market
Connecting with the youth market has never been more challenging. McCannBlue Strategic Director Susan Kelly tells IMJ how her creative communications company’s research has provided a unique insight into how young people want to engage with brands. Cracking the youth market can be tough. Get it right and your brand can succeed but if you get it wrong, prepare yourself...
We’re Being Framed
Whether we like it or not, video is here to stay and TV, contrary to popular opinion, is far from dead, writes Graham Stewart. Everyone is pretty much on the same page that the foreseeable future of shareable content lies in video. Of course it does. A quick glance at what most people are looking at on their phones on...
Avoiding Branded Boredom
Brands need to break the cycle of boring branded content with active, superhuman storytelling, writes Susan Kelly We live in the age of marketing where some of the skill sets that were once the preserve of professionals working in the industry are now accessible to just about anyone with a smartphone and a social media account. We all filter, edit and...
Branded content: the good, the bad and the damn ugly truth
Good branded content is worth its weight in gold. Bad branded content can seriously damage your brand, writes Andrew Murray. There’s good branded content out there on some online publishing sites. For example, you have to admire what AIB have done in partnership with Maximum Media in recent times, around GAA, and the Club Championship in particular. They’ve elevated the...
