ZenithOptimedia boss: ‘We are seeing shitloads of really bad content that brands created’

October 11, 2015 4:03

The boss of media agency ZenithOptimedia has told the radio industry to push their content creation credentials arguing there is are currently “shitloads” of badly created branded content flooding the market.

Ian Perrin speaking at the National Radio Conference.

In a panel discussion at the National Radio Conference, Ian Perrin told the audience: “(Radio) has some really great assets you’ve got some really great talent and you have an audience.

“I’m sure we have all seen the shitloads of really really bad content that brands have created.“One of the problems I think we are going to see come full circle is because anyone can produce their own content, they therefore think they have a right or ability to produce great content.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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3 COMMENTS

so who... 11 Oct 15

has created the worst? which brands?. any nods?

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Ryan 12 Oct 15

Brands stop creating content. Your content is bad. Ours is good. Pay us to create it for you. We are threatened by your abilities.

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Michael 12 Oct 15

Couldn’t agree more with the statement as i can see this happening across most other platforms as well. I’m puzzled by brands who are eager to invest so much into the media but aren’t quite so generous when it comes to the content…

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