Content Wears No Crown

Faris Yakob, chief technology strategist at McCann Erickson in New York just dethroned the King.
I’m thinking it must take an agitated Englishman to do that…

As the economics of cultural production continue to be radically decentralised, as more ‘consumers’ become ‘producers’ of content, content monetisation comes under the renewed threat of free. It’s economically very difficult to compete with people who don’t do things for the money. Among the media of the masses, content isn’t king, it’s a republic.

Yakob goes on to say in his Contagious Magazine piece that the term “branded content” is used distinguish the things people want to spend time with versus those they don’t. He then questions why we don’t simply reimagine what we want advertising to be. Yakob’s premise is that we can put content, or entertainment, as the case may be, inside the ads we make.
I agree.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.