Can Branded Content Ever Be Authentic? - Balancing Authenticity and Marketing

Explore the complex relationship between branded content and authenticity in this 23-minute panel discussion from Web Summit 2018. Join industry experts Graham McDonnell from The New York Times, Colin Kavanagh of Malibu & Kahlua, Jose Woldring from The Media Nanny, and Mimma Viglezio of SHOWstudio as they delve into the challenges brands face in creating genuine connections with their audience. Discover strategies for navigating the fine line between authentic engagement and promotional messaging in an era where being "part of the conversation" is more nuanced than ever. Gain valuable insights on how to avoid tone-deaf branding and create content that resonates with consumers while still achieving marketing objectives.

Can branded content ever be authentic?