Agencies and firms have ‘abused’ branded content, says Ensemble CEO
Too many brands are failing to invest sufficient resources in quality content with many firms ‘abusing’ the practice and creating sub-standard “adverts”, the chief executive of branded content specialist Ensemble has claimed.
Justin Ricketts told Mumbrella that branded content has been turned into a “dirty word” by some brands who have low production values and approach content pieces as simply a way to push their brand.
Speaking ahead of Target’s one-hour branded fashion piece which aired on Seven last night – which was produced in collaboration with Ensemble – Ricketts said audiences will turn off if the quality is poor, just as they do with traditional advertising.
“Target invested a significant amount of money in this and were sophisticated in their approach and understood the need to produce quality content. It wasn’t all about the Target logo and there were very few Target references, the program was allowed to breathe,” he said. “It was produced to the same quality as any reality show.
“I think the problem with this category is that a lot of agencies and brands have abused it (branded content) and turned it into a dirty word.”
https://www.youtube.com/watch?v=Lz-0g9bxhaQ
Brands too often make the mistake of using an agency who has produced a 15-second TV advert to work on longer format content that requires a different approach and skill set, he said.
“Longer format content needs to be crafted,” Ricketts said, adding that agencies and brands are too concerned about making the brand front and centre at the expense of quality.
With consumers recording TV shows more than ever and fast forwarding through ads, the only way to engage with an audience is to produce quality content, he said.
The program, which aired at 10pm after Dancing with the Stars, featured Target’s “style ambassador” Gok Wan transforming five women in a fashion makeover. It attracted an audience of 335,000 in the metro markets acocrding to OzTam.
Mumbrella revealed in July Target was creating the Style the Nation show with IPG Mediabrands agency Ensemble, featuring a “style camp” where the British designer gives the women a full style-makeover and offers tips on how to dress for their body shape and personality.
Wan first appeared as an ambassador for the brand in July 2013, and was the subject of homophobic complaints to the Ad Standards Board after he described women’s breasts as “bangers.
The five women were chosen after Target launched a national competition in June backed by TV ad and fully integrated campaign across Seven West Media in New Idea and Who magazines, digital and in The Morning Show and The Daily Edition.
The ‘Style the Nation’ campaign has followed Wan and the winners over the past four months.
Steve Jones
- Ricketts will be appearing at next week’s BEfest conference to moderate a panel discussing how to make brand integration work on television. It features examples from Seven, Nine and Foxtel. View the program via this link.
Well someone just disappeared up their own wazoo.
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hmmm I wonder why he’d say that?
Pretty naked advertorial for Ensemble – tell us Mumbrella did they pay for placement of this article?
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Its about time our industry embraced campaigns like this.
This wasn’t my kind of show – but feedback from people that watched the show seems to be overwhelmingly positive. Networks take note!
And congrats to a Ensemble for producing a high quality production and for avoiding the temptation of filling the show with logos and store shots (I don’t think I saw one)!
And Mr Ricketts – good on ya for speaking out.
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Question from me – are Target going to take this idea and role it out with a full series in 2015?
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Hi Stephen,
As with all editorial in Mumbrella the article makes it in based on its own merits. Unlike some, we don’t do paid-for content, and if we did, we’d certainly disclose it prominently.
Cheers,
Alex – editor, Mumbrella
The industry really needs to get a grip on reality. The moment the first ad for the Target program appeared a friend who lives in the real world commented. “it’s just one long bloody ad for Target!”
I told him that the industry had a term for it called “branded content” and after he finished pissing himself laughing, he said “when are you going to get out of this industry of bullshit and buzzwords?….don’t you get tired of pretending that anyone actually falls for this stuff. We all know its just advertising! Everyone can see straight through it and yet the industry pats itself on the back for being so bloody clever! Then you give each other awards for doing it! What a bunch of wankers!”
I do tend to agree with him.
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That is a very specific quote to remember Tony.
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What is it with Mumbrella readers!! Always so bloody critical of any brand or agency that tries to do something different/interesting in this market place
What is it that they want to hear about in this forum? I’m presuming they all want to hear about brands creating 30s spots and implementing standard media plans? Wouldn’t that be fascinating. Shouldn’t the industry celebrate and praise companies are trying to innovate and engage consumers in more relevant and interesting ways? Failing this…and as a minimum provide constructive builds and ideas)?
Yes there was a brand behind this show – but the show was a hell of a lot more engaging and rewarding to viewers than any advertising I’ve seen of late. It had emotion, it had characters, it had transformations, it told a story, it provided viewers with inspiration. Importantly it told a story – and the brand involved had a relevant and credible role to play in that story – so who cares? Someone has to fund the entertainment!
And if you actually look at the people the show was targeted to (e.g. look at Target’s Facebook community) you will see that most comments are positive.
Yes a brand was involved…but no more or less involved than a lot of other successful shows such as MasterChef or The Block.
Get over it guys – the landscape is changing – and brands that are sophisticated and bold enough to innovate and adapt should be praised not knocked down for these campaigns.
(And for those skeptics out there…yes I work in the industry…but I’m not from Target or Ensemble (who I compete with)…but in this case I have the uttermost respect for what they have done and the comments promoted in this post.
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If i want an hour of advertising, ill go to one of the shopping channels
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#Offal – did you watch the same show that I watched? There was no brand, not store vision, not request to shop in Target. It was a make-over show…with arguably less branding in it than any other show I’ve seen of late.
Probably best you watch what you are commenting on before you comment??
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@Fed Up…Did you perhaps miss the name of the show. The huge logo on the floor. and the watermark Target logo throughout…. 4 in a 30 second promo. Do you honestly think that consumers don’t groan at the prospect of enduring such branded dross? Hardly innovative. Consumers know he’s linked to the Target brand. Do they honestly need the brand shoved in their faces? Hang on, I haven’t used the word engaging…that’s it…done.
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This is very average branded content, take a look at the work done by Intel, Chipotle Volvo and other world class brands who recognise that creating an hour long make-over show is not an idea. And it’s not something that anyone wants to watch. Create something half decent then we’ll talk.
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Branded content is just a buzz word. Let’s remember that soapies were started by P&G in the 50’s…
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Tony – yes the show had Target in the name and I recall seeing the unbranded logo featured – like I recall seeing the MasterChef logo used throughout MasterChef. I don’t get your issue.
Consumers want to avoid advertising full-stop – and in my opinion they are a lot more open and positive about a show that is interesting and engaging than a bunch of ads selling to them. From memory – there wasn’t a single point in the show where Target tried to sell to consumers. Look at how their target market have reacted – and you will note that it is remarkably different (and more positive) than lots of male marketers commenting on this blog!
Tony and ‘Um Justin’ – I’m not saying this is the best piece of branded content in the world. I’m saying it was a bold initiative for a brand that has behaved very traditionally to date and that it was executed well and should be complemented.
There is some great work being done here and around the world but as Justin Ricketts states in this article – there are more examples of brands and agencies doing a shit job of it. In this instance – they have done a good job and should be complemented and people reading mumbrella should get off their ‘high horses’, stop being so pig headed and arrogant and start celebrating bold moves
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