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Recaps from Brand Journalism: The Rise in Non-Fiction Advertising

March 13, 2011
It was standing room-only (or sitting room-only for those on the floor) for Brand Journalism: The Rise of Non-Fiction Advertising. Moderator Bob Garfield promised me beforehand that he wasn’t planning on pulling any punches regarding the topic of brand journalism and why it does (or doesn’t) work. JWT North America CEO and Worldwide Digital Director David Eastman, PepsiCo’s head of digital Shiv Singh, JWT Senior Technology Editor Kyle Monson and GMD Studios President Brian Clark were kept on their toes.

For a little background, here is a ClickZ video interview with Eastman beforehand.
Here are three posts that do an nice job covering all that unfolded.
Brand journalism was the topic of two packed sessions at SXSWi yesterday, and common themes – including umbrage at the use of the word “journalism,” the imperative for brands to engage in reportage and storytelling as part of their content marketing strategies and concern around how brands and content would be policed – were repeated by both panels. Full post here.
What happens when ad agencies start hiring journalists to tell the “authentic” brand story? To say that this question interests me — a public radio producer & host who is now interviewing with agencies — would be an understatement. Here is the full post.
Finally! Not to be a suck up but JWT’s panel on brand journalism was awesome. The panel, moderated by Bob Garfield, stayed on topic, was well balanced and conveyed different views on the subject matter.

I’ll admit, I thought the panel was primarily going to focus on JWT’s award-winning brand journalism campaign for Microsoft. However, they started off with McDonald’s (who actually works with Publicis-owned Leo Burnett)…However, it was noted that if brand journalism and letting customers tell the brand story were something brands did well, then JWT wouldn’t have had the panel. Click here for more.

For all of the thoughts on Twitter: Check out #brandjo. There is a lot of interesting feedback.

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