Brands are increasingly looking to put their messages inside the content, rather than inbetween it. Formats like The Block NZ and Masterchef allow for what the broadcasters like to call ‘seamless integration’, even though it can sometimes be slightly gratuitous. And a rare few other shows, chief among them Jono and Ben at 10, are using their skills to weave brands into the content without annoying the audience or even creating content outside of the show. Chris Lloyd, sales manager at MediaWorks’ integration team, discusses its process.
Browsing: Jono and Ben at 10
Although Guy Williams isn’t actively involved in the advertising industry beyond appearing in the odd promo for one of his shows, his ability to consistently deliver a humorous message no matter which medium he is working in is something that many marketers and brands strive to do with their campaigns. So, in order to learn his secrets, we sent the lanky comedian a few questions.