How not to make branded content look like long-form ads

At the recently concluded Cannes Lions Festival, Jan Livingston of Fox Networks Group and Theodor Arhio of TBWA talked about how content space is shaping up, why creative agencies should plunge into the space and why it's important for brands to associate more with content and not limit itself to ads

Akansha Srivastava Cannes, June 27, 2018

Brands are moving towards bigger content space but it is still mostly in the form of long-form ads and that needs to be changed, said Theodor Arhio, Global Director of Creative and Content at TBWA. S...

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Fox Networks Group, Cannes Lions Festival, TBWA,

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