Brand content needs to be a money-spinner, warns Mondelez global content lead

October 25, 2016 4:38

Brands need to be making a profit from their content and not relying on product sales to pay the production bills, the global head of content for Mondelez has warned guests at Sydney’s AANA Reset conference.

Laura Henderson: “It’s costing more than ever before to reach the same people and yet my budget is growing incrementally”

At the same time, brands need to continue to find ways to help legacy media channels such as TV and print remain profitable or risk losing a vital connection with mass audiences.

Laura Henderson, Mondelez global head of content and media monetisation, told the AANA Reset conference that marketing budgets were now under so much pressure that companies needed to look at content as a revenue centre in its own right and not just rely on sales generated by such campaigns.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics

AANA Laura Henderson Mondelez RESET Sride Gum

1 COMMENTS

Version 27 Oct 16

So Mondelez is now going to make money selling Vegemite and selling content. Proof of this new model is one chewing gum example, although no details are provided as to how much Mondelez is being paid for the Stride content. All other progressive brands should take careful note of this new unproven model.

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