Don't forget it's not classic advertising

by THE BCMA and András Furák

The BCMA is in a privileged position to have access to the leading experts and pioneers of the branded content industry. This interview is a part of ‘For The Love of Branded Content’ series which brings together ‘thought-leaders’ from across the globe to share their ‘love’ and advice on what it takes to succeed in the ever-evolving world of branded content.

András Furák, Portfolio Director at Republic Group, says you shouldn't forget branded content is not classic advertising.

Learn more in his short interview below.

1. Why do you love branded content?

As a person I would say because it’s fun - entertaining or even useful. As a professional I would say branded content makes a step towards solving the engagement issue marketeers are facing today. And engagement issues are budget issues on the other hand. It’s about money well spent, quite a heart issue for a manager.

2. What do you love the most about branded content?

We share the same things as a common interest, we have many things to talk about. Branded content is smart, thoughtful, entertaining and exciting. It treats you well. It doesn’t interrupt you, and doesn’t have to be pushy to spend time together. Still you enjoy every single interactions.

One piece of advice you’d love to give someone undertaking branded content?

Be aware of your goals and objectives and choose the right tool. Be sure you need branded content before blaming it for some results, you shouldn’t expect anyway. Don’t forget it’s not a classic advertising. Bigger format doesn’t mean you may present a bigger and longer ad. Sometimes less is more. Don’t be pushy. Even if you consider the sales targets, you may also ruin other KPIs.

3. What is the best example of branded content you love?

One of my favourites is Gentleman’s Wager by Johnny Walker Blue Label. Despite of the enormous budget not available in most of the cases, I still love it, because it clearly presents the huge potential in branded content. You may clearly see how far you can go. Branded content is not the last line in the budget plan, waiting for the rest of the money. It’s worth to give much higher priority. Johnny Walker has recognized what a great tool it was to solve their challenge and here we go. The goals and objectives had been set properly – the brand wanted to build relevance through proving, it clearly understands and feels the world of new gentry. The execution is well balanced with the branding not pushy at all, but still the concept and the films are in the heart of the brand. The films are really entertaining, around 6 minutes well spent. And the results are also amazing, huge numbers of views and sharings, brand awareness and image attributes flying high. Isn’t it lovely?