David Messinger | AdWeek | November 15, 2015
For decades, marketing has been predicated on interrupting someone else’s content. Now, as marketers continue to explore creating content that people want to watch for its own sake, there are many useful lessons to learn from Los Angeles’ entertainment community.
This observation isn’t to naively suggest that marketers and content creators share the same playbook. They don’t. After all, marketers develop marketing content to distinguish their brands from the rest of the pack and to drive sales. For these marketers, “content” is the means to an end. On the other hand, content creators aim for stellar box office returns, strong ratings and sold-out ticket sales. For the entertainment industry, their “content” (and its ancillary extensions) is the unequivocal end itself.