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Mindshare’s Stacy Minero wants advertisers to think about content marketing even before they brief their agencies on brand strategy.
That’s because the solution may be an online video, a custom magazine or a TV show—not necessarily an ad. And in her new role as the agency’s head of content marketing and strategic partnerships for the U.S., Minero is well positioned to make that happen.
Minero also plans to use analytics to demonstrate the effectiveness of branded content.