As brands increasingly put pressure on agencies to deliver compelling content and stories over more traditional advertising product, a new organisation has been formed — the Branded Content Marketing Association (BCMA). One of the conveners, Spero Patricios, says its principal mandate is to engage and educate agencies, brands and broadcasters in how to create "valuable, compelling, relevant and interesting information for the industry" and develop "more creative marketers around the concept of content marketing". The BCMA is the official SA chapter of the UK’s Content Marketing Association and has already attracted DStv and eNCA as members. Branded content or branded entertainment is any form of advertising that uses articles, videos, podcasts and infographics on websites and social media to promote a product or service. Though there are no official statistics on take-up in SA, Patricios says: "Like all industries there are innovators and laggards. Most of the multinational brands h...

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