Media: Double Standards - What is the best way to tackle branded content?(M&C SAATCHI SPORT & ENTERTAINMENT)(Interview)

Branded content can be great when it works and a costly error when it doesn't - and it's a fine line to walk, two industry experts warn.

STEVE MARTIN, CHIEF EXECUTIVE, M&C SAATCHI SPORT & ENTERTAINMENT

- What one piece of advice would you give to a brand wanting to invest in branded content for the first time?

Don't just create or produce a piece of content because you think you should - there needs to be a real reason to create it. The biggest priority is that it needs to be editorially sound. Too many brands waste incredible amounts of time and money developing content that has absolutely no cut-through with their audiences. The comms industry rambles on about 'content, content, content', and I think brand managers get seduced into thinking they have to create something, rather than thinking about the end goal from a customer engagement point of view.

- What are the creative challenges you face when developing a new piece of content from scratch?