Branded content: Creating successful campaigns with ads that don’t look like ads

Belinda Barker

Examining winning entries into the 2019 World Media Awards for the dos and don'ts of developing a successful content campaign.

The late, great David Ogilvy once said: “The less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look and read.”

While it is two decades since his death, his words are more resonant today than ever before. It’s a point driven home by James Davies, Account Manager at Thomson Reuters responsible for selling global content marketing.

"Give them something that informs them and engages them, something that they truly want," Davies said.

Jeremy Elias, Executive Creative Director of The Atlantic and head of content arm Atlantic Re:think, points out that...

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