By popular demand, I’m blogging a session on “Brand Journalism.” This will be useful research for the ONA session I’ve proposed with the inimitable Megan Garber. (More on that soon.)
Here’s the description for this session: Hard to believe it’s been 11 years since The Cluetrain Manifesto, and we’re still doing the same f***ing panel. And we’re still trying to teach big companies and ad agencies how to communicate like humans, how to listen, and how to use transparency as a messaging tactic. Brand Journalism is a way to take those decade-old ideas and incorporate them into actual campaigns (we know, we’ve done it). The first step is to teach agencies and clients to think like publishers instead of marketers–it’s not a new idea, but it’s one that is rarely executed well. In this panel, Brand Journalism pioneers will share some of the secrets, successes, and obstacles of their award-winning campaigns.
Speakers: Bob Garfield, Brian Clark, David Eastman, Kyle Monson, Shiv Singh