‘Investment is key to good branded content’ argues Mescall

Putting the ‘bullshit filter’ on is key to making good branded content, McCann Australia’s ECD John Mescall told yesterday’s Festival of Branded Entertainment.

Speaking at a session on viral video, Mescall said: “The difference between advertising and entertainment is ‘would I pay money to actually watch this, would I pay money to own it?’

“Just put the bullshit filter on, like seriously ‘would I pay for this?’, and work to that.”

Mescall was the creator of Dumb Ways To Die, one of the most viral marketing campaigns of all time.