MADMEN. "Brand content" : quand les médias jouent aux agences de pub. LE MONDE | • Mis à jour le | Par Alexandre Piquard Il y a deux raisons pour lesquelles Buzzfeed fait sensation dans le monde des médias.
D'abord, ce site américain spécialiste de l'humour viral a su passer à une couverture plus généraliste de l'information, allant jusqu'à recruter début juin l'ancienne directrice du bureau du Guardian à Moscou pour diriger sa future section internationale. Mais aussi parce qu'il se targue de bousculer le monde de la publicité.
"C'est un retour à l'époque de "Mad Men", quand on voyait la publicité comme une façon de raconter une histoire", répète son médiatique fondateur, Jonah Peretti, piochant sa référence dans une série télé sur un âge d'or de la pub dans les années 1960. "Sur Buzzfeed, il n'y a aucune bannière de publicité", explique le directeur opérationnel Jon Steinberg. "Le brand content sera bientôt la seule forme de publicité. Buzzfeed n'est pas seul sur ce créneau. A ce nouveau jeu, la France n'est pas en reste. Où sont les limites ?
The hidden structure of the Apple keynote. The Lee dynasty that runs Singapore has always been touchy about criticism.
Like his father, the late Lee Kuan Yew, prime minister Lee Hsien Loong and his People’s Action Party (PAP) have a habit of suing their detractors for defamation or for “scandalizing the court,” leaving many of them in financial ruin. Their latest target is a social worker-turned-blogger, Roy Ngerng, who has been asking awkward questions about the fate of billions of dollars worth of workers’ savings in Singapore’s secretively managed investment fund. In July, Lee’s lawyers argued that 34-year-old Ngerng should pay the prime minister unprecedentedly steep damages of more than S$400,000 (US$282,000) for defaming the prime minister.
(Not that Lee really needs the money. The prime minister commands a S$2.2 million-a-year salary, making him the planet’s highest-paid world leader by a factor of four.) If quelling these questions was the goal of Lee’s defamation suit, however, it hasn’t had the desired effect. The case for content marketing – Why today's Mad Men need to embrace the art of storytelling. In this increasing wired, interconnected world, it’s easy to get hung up on delivery, process and technology, and to miss what really engages people – that indefinable thing that is called, for want of a better word, 'content'.
Content is the stuff that makes up a marketing message, the thing that prompts people to act, change their behaviour or embrace a brand or service. It’s by far the most important component of marketing, and in many ways the most underrated. It’s this skill, or a perceived lack of it, that gets a certain kind of Mad Man all wistful for the 1960s, 70s and 80s, when beautifully-crafted messages (either on TV, in print or on billboards) ruled the roost. Everyone with an interest in marcomms looks back fondly to the days of O&M, DDB and CDP, and great campaigns for the likes of Volkswagen, Hovis, Guinness, Rolls-Royce and Heineken. Now, content is a word that has been bandied about for some time, but not always that convincingly. What does this mean? Best Content Marketing Experts to Follow.