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Avi Savar, founder and chief creative officer of social media agency Big Fuel, led the inaugural Branded Content and Entertainment jury at Cannes, awarding a Grand Prix to Chipotle and CAA for the burrito brand’s sustainable farming “Cultivate” campaign. Adweek caught up with Savar to chat about the category and where it’s headed.
Adweek: How does branded content differ from advertising?
Traditional advertising starts with defining “what is the unique selling proposition of the product you’re trying to focus on?” Content is really the inverse of that.
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