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MIAMI The 48th annual Clio Festival kicked off here today with panels on the use of music in advertising and on the latest trends in user-created content.
Experts at both sessions agreed that marketers and agencies must carefully leverage music and consumer-crafted content to create compelling brand messages.
The music panel was moderated by Tamara Conniff, executive editor, associate publisher at Adweek sibling Billboard magazine.
“Sponsortainment” was the word of the day, coined by David Rolfe, production director, content, at DDB in Chicago.
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