How brands win big online

How brands win big online

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October 19 | 7PM

Online

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Event Guide

Digital Event

Online

For Age(s)

Family Friendly

Language

English

Masterclass

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Event Guide

Digital Event

Online

For Age(s)

Family Friendly

Language

English

Masterclass

Learn from an expert

Have a question?

Ask the organiser anything!

About the Event

Join us for a Masterclass on How Brands Win Big Online: The Digital Strategy Shift from the Advertising Funnel to the Content Funnel by IE Professor, Brian Hallett.


About the Masterclass:


Today’s empowered consumer can access whatever content they decide to, as well as when, where and how they choose, thus skipping the traditional interruption model of traditional advertising. This new way of communicating is the essence of Branded Content, a marketing communication technique in which brands become creators, producers and distributors of content, relevant to their respective audiences, in a model based on the pursuit of engagement, on audiences’ choice of access and on a non-interruption/pull approach.

 

Students will compare and contrast the Advertising funnel to the Branded Content funnel. Together we will explore the Digital Customer Journey in order to understand how to choose the right channels and the potential tactics used at each successive point.


About the Speaker:


Almost 20 years ago, Brian left the corporate consulting world to pick up a camera and tell stories with it. Brian launched The BIG in 2003, a creative agency dedicated to Advertising and Branded Content Strategy and Production. As a well-recognized photographer & director, his passion is to work with Clients to tell their stories through unique, high-impact campaigns. Brian’s work has led him to work around the globe in over 20 different countries with numerous international Brands such as Cartier, Mastercard, Hugo Boss, Coca Cola, McDonald’s, Max Factor, ESPN, Baume & Mercier, Hyundai, BMW, Pantene and Wella amongst many others. His experience in the Americas, Europe and Asia as an organizational insider as well as external consultant have given him insight into Brand Identity, Consumer Behavior, Market Identity and Emerging Trends in Digital Media.


Brian has been an Associate Professor in Advertising, Branded Content Creation, Film-making and Photography at IE since 2012. Brian’s students have recognized him with the Award for Favorite Professor several times.


This session is powered by SEED Global Education. For any queries, please get in touch with Sharang at sharang@seedglobaleducation.com. 


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