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Kohl Norville believes the best branded content is participatory—whether it's a concert or surprise event—and in his new role as content director for Motive he aims to find new ways for people to enjoy brands.
"I like branded content when it's something that's true to the brand," Norville told Adweek. "Something that's endemic, that people will want to seek out. … It's no longer an interruption but it's what people are gravitating towards. That's what's so exciting about Motive—we want to make work along those lines."
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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