Australasia 2016: Emily Bull at

- in 2016, Australasian Insights 2016, Insight Series
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Emily Bull is the Executive Producer and Co-Founder of She’s on the advisory board of the regional BE Fest content marketing and branded entertainment awards, and is President of the 2016 Spikes Asia Branded Content and Entertainment jury. Emily also put together the 2016 BOBCM World Series Report for Australasia, and her responses below formed part of the accompanying 2016 Australasia Expert Insights Report based on responses from brand content practitioners in the region:

In what situations do you recommend using branded content?

I believe good branded content isn’t just one film on its own: it’s a body of work; it’s tiers of continually updated content that transforms the brand into a broadcaster. Brands need to have content strategies. They can’t just think about campaign work, they need to plan for the year ahead. There needs to be a mix of utility, entertainment and types of content. Branded content should be used to tell a brand story, engage emotively, provide utility, or communicate via video something otherwise hard to understand via text. Regardless, it is when a brand bundles all of these storytelling methods together and can communicate across a holistic communications spectrum that the use of branded content truly succeeds.

What about emerging trends and insights into the immediate future of branded content?

I’ve discussed five key trends for the Australasian region in my market report for 2016. One that I find really refreshing is the rise of fiction-based branded content. The narrative in the best work of this type is soft and gentle, with gentle yet relevant product integration, such as in House of Little Moments.

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.