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:

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