Branded Appeals Must Respect to Connect

NEW YORK Successful branded content must “respect the audience” if it hopes to differentiate itself from traditional advertising clutter, advised Jon Kamen, chairman and CEO of @radical Media, at the Museum of Television and Radio here this morning.

The presentation was the second of a four-part Advertising Week series sponsored by CBS Radio called “Radical Connections.” The series focuses on various ways to interact with audiences in an era of fragmented media.

Using several of his own productions as examples, Kamen illustrated the many ways advertiser-created content could connect with and entertain audiences.