‘Does branded content jeopardise the integrity of the media?’
UM's Mat Baxter, WTFN’s Daryl Talbot and OMD's Alistair Henderson
Brands have to take responsibility for the editorial integrity of the branded entertainment they produce – and not leave it to the media who will “take the money”, a media agency boss has said.
Henderson made the comment following Mat Baxter, CEO of UM, who said Seven’s broadcast of the McDonald’s branded documentary show had opened new opportunities for the network.
Henderson said: “You can put branded content, information, entertainment out through your own channels and as long as you’re legal, you can do what you like. And its up to you whether the public buys it or participates or not.”
“Once you get involved with the media, who are the champion of the viewer, reader, or listener, the public have to continue to believe that, they have to continue to have that trust.”
Bravo Alistair!