Peter Burns' presentation from The Future of Branded Content, by Fire Circus
35
Modern Storytelling Branded Content @ Waitrose
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Peter Burns' presentation from The Future of Branded Content, brought to you by Fire Circus - conferences and events that fuel your innovation
Transcript of Peter Burns' presentation from The Future of Branded Content, by Fire Circus
Modern StorytellingModern StorytellingBranded Content @ Waitrose
The Waitrose Content Portfolio
Weekend Kitchen Recipes Waitrose TVWeekend Kitchen Recipes Waitrose TV
Entertaining Drinks Social Digital
Our 4 Key PrinciplesOur 4 Key PrinciplesFor Creating Great Content
Don’t Create Content for Contents Sake
The 70:20:10 Rule
Ideas Before Channels
Don’t Leave Any Dead Ends
Don’t Create Content for Contents Sake
The 70:20:10 Rule
Brilliant Basics
Do what works
Innovate
Niche campaigns
at a mass scale
Experiment
New ideas, prepared
to fail
Ideas Before Channels
Don’t Leave Any Dead Ends
When I first started you would pitch a story because without a good story, you didn't really have a film. Later, once sequels started to take off, you pitched a character because a good character could support multiple stories. And now, you pitch a world because a world can support multiple characters and multiple stories across multiple media
“”Unnamed Hollywood screenwriter, quoted by Henry Jenkins
Don’t Leave Any Dead Ends
Stories for StorytellingStories for StorytellingOur Current Approach
Offline channels
