Native advertisers must learn to collaborate to make great journalism
A well-attended Berlin conference on native advertising discussed a booming industry worth pots of money. But advertising people are going to need journalists and data [...]
Articles by Adrian Michaels
Five top content marketing tips from Greece
People hate adverts but they love content – so how do you transform the former into the latter? Athens-based marketing agency 4 Wise Monkeys shares its recipe for success. [...]
How do brands talk to crisis-hit consumers in Greece?
Opinionated, sceptical, angry, impoverished – consumers in crisis-hit Greece are one of the toughest crowds in the world. How are companies and agencies changing the way [...]
PR is at the crossroads, but so are the regular media
PR has been making news for the wrong reasons, with everyone from Kim Kardashian to government departments shown up for invented case studies, undisclosed sponsorships and [...]
Plan ahead: Brands will profit from a news diary
Wimbledon, Glastonbury, Valentine’s Day, Easter, bank holidays, and, of course, Christmas – dates not just for your own diary but for your content marketing diary too. [...]
Balancing act: using content marketing in a crisis
Crisis management is widely recognised as a highly valuable specialist strand of PR. Its practitioners are skilled at minimising reputational damage and restoring trust and [...]
Welcome to London, Contently, at least you avoided pork scratchings
A key challenge for companies entering a new market is to offer something the existing shops have missed. Maybe that was what Contently chief revenue officer Brett Lofgren [...]
Marketing or Journalism: JWT launches content marketing agency
It was all so simple for brands in the glory years of advertising. Back then, talking bears advertised lager on TV and cigarette press ads were perceived as stylish. A client [...]