Best of Branded Content Marketing 2015: Global Edition

- in 2015, BOBCM Global 2015, Publications
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Racing bunnies can sell electronic consumer goods, Monopoly can explain quantitative easing, and budding entrepreneurs have mastered their fears because Richard Branson’s mum pushed him out of a car when he was a boy.

How do people come up with these award-winning, brand-boosting marketing ideas? And what can you learn from them to improve your own creative output, customer relationships and business results?

Read the BOBCM 2015 Global Edition to find out about 25 projects of all shapes and budgets, and everything from strategy to measurement in 20 feature articles, as more than 100 branded content marketing experts around the world reveal their latest insights and best work this year.

BOBCM is very grateful to the following people and organisations for contributing content and/or supporting the production and promotion of this book:

London Launch

Host: Mother London


  • Andrej Kos, Operations Director, Edition Digital
  • Andrew Canter, Global CEO, BCMA; Chief Content Officer, Global Living Brands

Justin Kirby, Founder & Curator, BOBCM


  • Tia Castagno, Global Head of Innovation &
  • Content, Vizeum Global Management
  • Lazar Dzamic, Creative Strategist, Google ZOO EMEA
  • Chris Gallery, Joint Head of Strategy, Mother London
  • Tim Lindsay, CEO, D&AD
  • Roslyn Shaw, Managing Director, Alpha Grid

New York launch

Hosts: Tenthwave with Partner Eric Schwamberger, and Talkwalker with CEO, Americas, Todd Grossman


  • Andrej Kos, Operations Director, Edition Digital
  • Gunny Scarfo, VP, Strategy, Tenthwave

Stephen Lepitak, Editor, The Drum


  • David Berkowitz, Chief Marketing Officer, MRY
  • Jason Krebs, Head of Sales, Maker Studios
  • Stacy Martinet, Chief Marketing Officer, Mashable
  • Tim Piper, Founding Partner, Writer & Director, Piro
  • Mike Wiese, Head of Content & Entertainment, JWT


  • Steve Ackerman, Managing Director, Somethin’ Else
  • Vicky Allard, Communications Director, AMV BBDO
  • Bjoern Asmussen, Senior Lecturer in Marketing, Oxford Brookes University Business School
  • Simon Baker, Head of Branded Content, ITN Productions
  • Laura Balfour, Account Manager, AMV BBDO Felipe Barahona, CEO, beGIANT
  • Elisa Barnard, PR & Communications Manager, D&AD
  • Marianne Bechara, Content Creator, beGIANT Ken ‘Pumpkin’ Bennett, Great Mate, RIP
  • Luc Benyon, Creative and Content Manager, D&AD
  • Sophie Berke, Research Associate, HMKW Berlin (University of Applied Sciences for Media, Communication and Management)
  • David Berkowitz, CMO, MRY
  • Elena Bernardelli, Marketing Director, Fiat Group Automobiles UK & Ireland
  • Per Bojsen-Moller, Producer, Alpha Grid
  • Paolo Bonsignore, Marketing Director, illy
  • Chris Bosher, Strategist, Mother
  • Richard Branson and his mother
  • Nick Britton, Marketing Manager, GUINNESS, Western Europe
  • Zoë Brookes, Creative Solutions, Time Out London
  • Martin Buck Hegaard, CEO & Partner, VOLUME
  • Emily Bull, Founder, Hello Future TV; BCMA Affiliate Partner, Australasia
  • Mark Bullingham, Managing Director, EMEA, Fuse, Omnicom Media Group
  • Janice Capewell, Leo Burnett London
  • Matt Cartmell, Communications, Marketing and Events Director, PRCA
  • Fran Cassidy, Founder, Cassidy Media/ Marketing Society
  • Tia Castagno, Global Head of Innovation & Content, Vizeum Global Management
  • Marina Catena, Director, United Nations World Food Programme, Paris
  • Nicolas Chabot, VP EMEA, Traackr Vikki Chowney, Director of Content +
  • Publishing Strategies, Hill+Knowlton Strategies
  • Jen Collins, Business Development Executive, Hill+Knowlton Strategies
  • Charlotte Corbett, PR Manager, Wieden +Kennedy
  • Giles Crown, Partner, Media, Brands & Technology, Lewis Silkin
  • Mark Crumpacker, Chief Marketing & Development Officer, Chipotle
  • Tiffanie Darke, Creative Content Director, News UK
  • Charlotte David, New Business Executive, Mother
  • Steve Davies, CEO, APA Dell Germany
  • Charlotte De Maria, Senior Account Manager, ITN Productions
  • Palle Finderup Diederichsen, Head of EMEA, MediaCom Beyond Advertising
  • DNB, Norway
  • Neville Doyle, Digital Planning Director, Colenso BBDO New Zealand
  • Frauke Driedger, Head of Consulting Creation, pilot Hamburg
  • Scott Dungate, Creative Director, Wieden +Kennedy
  • Lazar Dzamic, Creative Strategist, Google ZOO EMEA
  • Bethany Easton, Producer, Alpha Grid
  • Aaren Ekelund, Business Group Lead, Office 365, Microsoft Denmark
  • Erica Eliasson, Executive Producer & Analysis Specialist, Pronto Embratur (The Brazilian Tourism Board)
  • Kerstin Emhoff, Co-Founder & President, PRETTYBIRD
  • Fiat Germany
  • Alexandra Findlay, Senior Business
  • Development Manager, OMD EMEA
  • Cliff Fluet, Partner, Digital Media & Brand Entertainment, Lewis Silkin
  • Michael Folkman, Director, Four Groups
  • Sandra Freisinger-Heinl, Managing Director, MA Media; BCMA Affiliate Partner, Germany
  • Chris Gallery, Joint Head of Strategy, Mother
  • Jan Godsk, Founder, Ideatakeaway; Chairman, BCMA Scandinavia
  • Stuart Goldstein, SVP Operations, Tenthwave
  • Julia Gorrod, Consultancy and Best Practice Team, ISBA
  • Molly Gray, Account & Insight Executive and star volunteer, Global Living Brands
  • Lauren Greenfield, filmmaker
  • Sarah Gregory, Head of Marketing, Radiocentre
  • Elena Grinta, Founder & General Manager, Osservatorio Branded Entertainment
  • Todd Grossman, CEO – Americas, Talkwalker Inc.
  • Adam Harris, International Creative Director, Time Out Group
  • Simon Harris, Junior Business Development Executive, Hill+Knowlton Strategies
  • Wayne Holder, Digital Design Director, Redwood London
  • Jon Hollywood, PR Director & Head of Investment Strategy, Global Living Brands
  • Kai-Lu Hsiung, Managing Director, RSA/Black Dog Films
  • Janet Hull, Director of Marketing and Reputation Management, IPA
  • Nicholas Hulley, Creative Director, AMV BBDO
  • Jeff Immelt, Chairman and CEO, General
  • Electric (GE) Francis Ingham, Director General, PRCA
  • Boko Inyundo, Senior Marketing Manager, Technology Sector, DLA Piper International LLP
  • Ana Ivandic, CMO, Edition Digital
  • Dan Jackson, CEO, io oil & gas consulting
  • Steve Jamison, Co-Founder & Director- Producer, Archer’s Mark
  • Charlotte John, New Business and Marketing Manager, Vizeum
  • Judy John, CEO & Chief Creative Officer, Leo Burnett Canada
  • Jemma Jones, Department Manager – European Marketing Communications, Honda Motor Europe Ltd
  • Rachel Kelly, Media & Communications Specialist, Hill+Knowlton Strategies
  • Camilla Kempf Pallis, Project Manager, VOLUME
  • Joyce Kelso, Head of Groups, IPA
  • Andrej Kos, Operations Director, Edition Digital
  • Debora Koyama, Global Vice President of Marketing, Stella Artois
  • Guga Lemes, CCO, beGIANT
  • Bruce Lewin, Director, Four Groups
  • Tim Linay, Head of Film, Digital Cinema Media
  • Tim Lindsay, CEO, D&AD
  • Aisling Lithgow, Creative Assistant, Colenso BBDO New Zealand
  • Nadja Lossgott, Creative Director, AMV BBDO
  • David Lubars, Chairman & Chief Creative, Officer, BBDO Worldwide
  • Sam Lythgoe, MD of Business & Offer Devlopment, Hill+Knowlton Strategies
  • Chris McCarthy, Creative Program Manager Lead, Google ZOO EMEA
  • Al MacCuish, Co-Founder & CCO, Sunshine Joanna MacDonald, Associate Director, Hill +Knowlton Strategies
  • Duncan McLachlan, QHSE Director, io oil & gas consulting
  • Barbara Matijasic, Marketing Manager and her team, Edition Digital
  • Sophie Maule, Marketing Coordinator, WineWorld
  • Nikki Mendonça, President, OMD EMEA
  • Guido Mercato, Head of Strategic Planning, Filmmaster EMEA; Chairman of BCMA MENA
  • Mew (Jonas Bjerre, Johan Wohlert, Silas Utke Graae Jørgensen, Bo Madsen)
  • Mother’s event runners and security staff Carrie Murray, Nanny, Mother
  • Thor Nielsen, Head of Delivery, Nordics, Be On/AOL
  • Matt Noonan, Executive Producer & Managing Director, Curious Film
  • Clare O’Brien, Senior Industry Programmes Manager, IAB
  • Simon Orpin, Co-Founder & CEO, Electric Glue
  • Steve Payne, Head of Planning & Insight, Northern & Shell
  • PEDIGREE New Zealand
  • Pernod Ricard, Absolut Vodka
  • Thorsten Peters, Managing Director Creation, pilot Hamburg
  • Adrian Pettett, CEO, Cake Group and Havas Sports & Entertainment
  • Guy Phillipson, CEO, IAB
  • Pierre Robert
  • Tim Piper, Founding Partner, Piro
  • Pinnacle Foods, Duncan Hines Grocery Division
  • Michael Pring, Managing Partner, AMV BBDO
  • Procter & Gamble, Always
  • Goran Pulevic, CTO, Edition Digital
  • Rok Pulevic, CEO, Edition Digital
  • Drew Rayman, Managing Partner, Tenthwave
  • Sandra Reis, Assistente de Diretoria, New Content
  • Delphine Reynaud, Development Strategist, Traackr
  • Baron Francesco Ricasoli, Barone
  • Ricasoli Pepijn Rijvers, Chief Marketing Officer,
  • Daniel Rimoli, Head of Edelman Digital – Brazil, Edelman Significa
  • Giovanni Rivetti, CEO, New Content Daniel Rosenberg, Founding Partner, Piro
  • Giorgia Russomando, Research Executive, Tapestry Research
  • Ahmad Salim, Group Business Director, Colenso BBDO New Zealand
  • Gunny Scarfo, VP, Strategy, Tenthwave
  • Eric Schwamberger, Partner, Tenthwave
  • Roslyn Shaw, Managing Director, Alpha Grid
  • Thomas Sherman, Group Creative Director, Tenthwave
  • Sanja Simic, Office Manager, Edition Digital
  • Chris Slager, North American President, Pfizer Consumer Healthcare
  • Levi Slavin, Creative Director, BBDO New York
  • Jakob Stigler, Managing Director, Nordics, Be On/AOL
  • Leonid Sudakov, Chief Marketing Officer, Global Petcare, Mars
  • TAM Airlines
  • Sara Tate, Managing Director, Mother
  • Luke Taylor, Head of Branded Entertainment & Channels, Pulse Films
  • Thomas Cook, Club 18-30
  • Kevin Thompson, Joint Managing Director, Tapestry Research
  • Stewart Thomson, Client Services Director, Tapestry Research
  • Johanna Turner, Account Manager, OMD Sweden
  • Greg Turzynski, CEO, Global Living Brands
  • Norman Wagner, Managing Partner,
  • MediaCom Beyond Advertising, Germany
  • Patricia Weiss, Chairman, Founder BCMA South America; Strategic Consultant to Branded Content & Entertainment and Brand Narratives; Content & Entertainment Co- Executive Producer, ASAS.BR.COM
  • Serena Wider, Research Assistant, Oxford Brookes University Business School
  • Mike Wiese, Head of Content & Entertainment, JWT (US)
  • Sarah Wood, Co-Founder & Co-CEO, Unruly
  • Sarah Woodley, Head of Marketing, Marketing Society
  • Scott Wilkinson, Head of Brand, Acquisitions and Digital, Virgin Media Business
  • Ross Williams, Research Director, Ipsos MORI, Connect
  • Chris Yates, Business Development Executive, Lewis Silkin
  • Mario Yiannacou, Media & Advertising Manager, ISBA
  • Millie Yoxen, Creative Producer, Mother 258
  • Vesna Zavrnik, COO, Edition Digital
  • Benjamin Zeidler, VP, Customer Intelligence, Tenthwave

Production: BOBCM
Curator: Justin Kirby
Managing Editor: Greta MacFarlane
Art Director: Mark Welland

About the author

Justin Kirby is a consultant, educator and thought leader with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judge industry awards, and advise brands and agencies.