Why are youth brands scared of sponsorship?
One of the headline industry trends of the past couple years is the rise of branded content. But is branded content really the best way to engage young audiences?
We want to initiate a discussion around the pros & cons of branded content, and at the same time understand why sponsorship has become a dirty word.
Qs to consider -- What is the mark of successful branded content // What is the truest measure of it’s value // Does it deliver or dilute the message // Does it reach the right audience, in the right way // Can it ever be truly ‘authentic'