Per Karlsson, Senior Pitch Director at Bonnier News, shares his perspective on the art of pitching branded content, exploring how to balance commercial ambitions with authentic storytelling while meeting evolving client expectations. Drawing on his extensive experience, he presents a detailed case study of the successful Go Live a Little campaign for Apollo, outlining the strategies that drove its strong performance and the key lessons learned along the way.

keywords

branded content, pitching, advertising, media, Apollo campaign, content strategy, AI in media, client relationships, industry trends, content marketing

Chapters

00:00 The Art of Pitching Branded Content

02:18 Understanding the Role of a Pitch Director

03:52 Defining Branded Content: Clarity and Confusion

07:31 A Personal Anecdote: Lessons from a High-Stakes Pitch

10:40 AI in Branded Content: A Tool for Authenticity

12:12 Case Study: The Apollo Campaign

27:46 Measuring Success: KPIs and Outcomes

35:19 Lessons Learned: Challenging Client Expectations

37:12 Trends in Branded Content: Shifts in Client Expectations

Appendix:

Hemkop Tiktok: https://www.tiktok.com/@hemkop_sverige

Per Karlsson, Senior Pitch Director at Bonnier News, shares his perspective on the art of pitching branded content, exploring how to balance commercial ambitions with authentic storytelling while meeting evolving client expectations. Drawing on his extensive experience, he presents a detailed case study of the successful Go Live a Little campaign for Apollo, outlining the strategies that drove its strong performance and the key lessons learned along the way.

keywords

branded content, pitching, advertising, media, Apollo campaign, content strategy, AI in media, client relationships, industry trends, content marketing

Chapters

00:00 The Art of Pitching Branded Content

02:18 Understanding the Role of a Pitch Director

03:52 Defining Branded Content: Clarity and Confusion

07:31 A Personal Anecdote: Lessons from a High-Stakes Pitch

10:40 AI in Branded Content: A Tool for Authenticity

12:12 Case Study: The Apollo Campaign

27:46 Measuring Success: KPIs and Outcomes

35:19 Lessons Learned: Challenging Client Expectations

37:12 Trends in Branded Content: Shifts in Client Expectations

Appendix:

Hemkop Tiktok: https://www.tiktok.com/@hemkop_sverige

In this conversation, Harry Morton, founder of Lower Street Media, discusses the transformative power of podcasting, particularly in the context of branded content. He shares insights on how setbacks can lead to new opportunities, the evolution of podcasting as a medium, and the importance of understanding client needs. The discussion also highlights a successful case study with Boston Consulting Group, showcasing how creative approaches can lead to impactful campaigns. Throughout the conversation, Harry emphasizes the need for brands to be brave and innovative in their podcasting efforts to truly engage audiences.

Chapters

00:00 Turning Setbacks into Opportunities

05:16 The Evolution of Podcasting and Branded Content

10:51 Understanding Client Needs in Podcasting

16:39 Creative Campaigns: A Case Study with BCG

27:44 Lessons Learned and Future Directions

Keywords

podcasting, branded content, audio storytelling, creative campaigns, client collaboration, marketing strategies, podcast agency, audience engagement, content creation, media trends

Gavin Mcauliffe, Head of Content Studio at The Irish Times Group, takes center stage in this episode. Known as a true force in branded content, Gavin shares his journey from leading commercial creative at RTÉ to building Ireland’s most dynamic content studio.

Dive in for insights on creative leadership, the evolution of branded content, and the story behind an award-winning Sky campaign, plus plenty of industry anecdotes and inspiration for anyone passionate about media and storytelling.

In this inaugural episode of the Branded Content that Works podcast, host Stine Holmgard engages with podcast expert Bjørn Barfoed Vestergaard to explore the intricacies of launching a podcast. They discuss the importance of understanding the audience, avoiding common pitfalls, and the significance of authenticity in interviews. The conversation also highlights the potential of podcasting to build community and share valuable insights within the branded content space.