Branded Content, Miguel Gonzales, DraftFCB

The Talk: Content is the new currency in new media, especially in advertising circles. Predictions about the end of advertising as we know it feel as if they’re coming true. As the agency model shifts from interruptive bursts toward creating original content, some guidelines are beginning to appear. Advertisers and their agencies need to define content archetypes during this transitional period. Examples are already all over the interactive space.