TW564A - Understanding branded content - how to benefit from the new media landscape

Understanding Branded content – How to benefit from the new media landscape

TV and radio audiences are in decline. Advertisers can now be media owners in their own right. What does this mean and how can you attract and keep consumers’ attention for longer?

Course content

• What is Branded Content and how can it drive profitability?
• The three rules for creating compelling content and engaging consumers.
• Understanding distribution and platforms.
• Integration, measurability and evaluating results.

What you will learn

• The difference between a creative idea and creative content.
• An understanding of multiplatform distribution.
• Practical tips on how to implement monitor and evaluate a campaign.

Key benefits

• Individuals will gain an understanding of the paradigm shift taking place across the media; the move from ‘interruption’ to ‘attraction and permission;’ and an outline of the skills needed to exploit these new opportunities.
• Organisations will increase understanding of the benefits of cost-effective branded content. It will demonstrate where content fits in the overall marketing mix, responding to customers new needs.

Who is the course aimed at?

Communications and procurement professionals, marketing managers, marketing directors responsible for campaigns and idea generation.

Facilitator
David Prever, Managing Director, Brandspanking

David Prever has worked in commercial broadcasting as a producer and presenter for over 20 years, winning three Sony Radio Awards. He has written for The Times and The Guardian and has appeared as a commentator on Sky News and BBC News 24. As MD of Brandspanking, he has created branded content campaigns for Ikea, Cadbury, Ocado.com and Parker and acted as web content consultant to HMRC and No. 10 Downing St.

Next steps

• Understanding media and the planning process to deliver effective campaigns
• Integrated marketing communications…what it’s really about
• Brand relevant consumer insights

COST OF TRAINING: £395 (£464.13 inc VAT)

TIME: 9.30am – 5pm

VENUE: ISBA, Langham House, 1b Portland Place, London W1B 1PN. Nearest tubes are Oxford Circus and Great Portland Street

FURTHER INFORMATION: Please contact Elvira Bagge at elvirab@isba.org.uk or call 020 7291 9020

Terms & Conditions

• All workshop bookings must be made in writing, by email or through our website.
• You will receive confirmation of your booking from ISBA. If you have not received confirmation of your booking by the day before the event, please contact the Events Team on 020 7291 9020.
• The cost of the course will be invoiced once your booking has been confirmed. Make all cheques payable to ISBA. We also take credit cards.
• Course fees must be paid in full prior to the date of the workshop.
• All cancellations must be made in writing.
• If a booking is cancelled within 14 days of the workshop date the fee will be payable in full and is not refundable.
• Cancellations received in writing more than 14 days before the workshop will receive a refund minus 20% of the workshop charge for administration.
• The full course fee will be charged if the delegate does not turn up on the day of the workshop.
• ISBA reserves the right to cancel, alter or reschedule any workshop. In the event of this happening you will be offered a full refund of your course fee.