Last week, Tenthwave was fortunate enough to host the Best of Branded Content Marketing Global Edition book launch at our New York office. In collaboration with the social listening company Talkwalker, it was a fun evening with fantastic examples of branded content from the past year as well as a panel featuring branded content experts from various agencies and companies.
Eric Schwamberger, one of our partners and Chief Marketing & Content Officer, kicked off the evening and highlighted the importance of branded content in today’s advertising and marketing world. Eric was followed by an interactive social listening demo from Talkwalker’s North American CEO, Todd Grossman.
Our VP of Strategy, Gunny Scarfo, then gave a short presentation and discussed the steps that it takes to unearth actionable cultural insights to drive success in marketing. Afterwards Edition Digital took the floor to show off their digital publishing platform, as well as showing a preview of the Best of Branded Content Marketing Global Edition.
Mike Wiese, the Head of Entertainment & Programming at J. Walter Thompson, also gave a short speech just before our panel got under way. Stephen Lepitak, Editor of The Drum, led the panel and started the discussion on a humorous note with a video from South Park where people are transformed into living, breathing ads. A lively panel ensued with great back and forth from each of our panelists: Mike Wiese, David Berkowitz, CMO of MRY, Jason Krebs, Head of Sales at Maker Studios, Stacy Martinet, CMO of Mashable, Tim Piper, Writer & Director at Piro.
From Martinet’s insight that “branded content is a sister to advertising” to Krebs’ advice that brands shouldn’t force themselves upon influencers to “compromise their own voice”, our panel showcased the best recommendations for branded content. One of the most memorable moments of the evening was after David Berkowitz’s branded content example from The Suitsy, a business suit onesie. Much to the surprise of the rest of the panel and attendees, Berkowitz then unzipped his own suit and revealed that he was actually wearing a Suitsy right then and there.
All in all, the event was a great success and we hope all attendees had a wonderful time. Thank you again to Talkwalker and Edition Digital for their demos and to our great panelists for sparking some great debates. Looking forward to more events with you all in the future!