Viscious on Branded Content

Marketing Director Teall Barnes discusses how branded content across differing channels is changing traditional production companies.

Digital technology has changed the state of play. Although this does not mean the television commercial is redundant. Instead it actually means it is more important then ever before. With more platforms to view content – it is increasingly important to get your brands commercial message right.

As Australian production companies scramble to produce more stories across more screens unfortunately not enough planning and collaboration is implemented.

We have clients come to us wanting viral campaigns. What people forget is just because a campaign is syndicated online does not make it viral. It has to be a good idea, integrate humor or intrigue and ideally offer interaction for it to be propelled into the viral realm.

Audiences today are clever – they see through branding jargon and expect intimate and targeted messages. Niche communities are popping up all over the web. It is the duty of good media planners and strategists to locate these audiences, research their needs and deliver relevant messages. Then it is the production company’s duty to develop and exploit these avenues for engagement to maximize brand representation and produce impactful messages with relevance to the clients needs.

The main issue facing the industry today is effective planning. With new and exciting channels for communication opening up everyday – the role of the planner has never been more crucial. The importance of reaching fragmented audiences in niche areas is crucial to the longevity and success of any marketing campaign. Also brands must remember that they do not have to be everywhere in order to achieve ROI. Not every product or service requires a microsite, iphone ap, twitter feed and TVC. The choices are vast but this doesn’t mean your commercial message should be diluted. Certain channels suit certain brands. Only the brands that maintain good planning and brand integrity will succeed.

Marketing Director - Teall Barnes

Viscious talks at Vibewire

On September 24th at 7:30am a blurry eyed Ant McPhail made his way down to the Boiler Room at the Powerhouse Museum in Sydney.

The occasion for such an early rise was the 2010 fastBREAK innovation series.

An exciting addition to Sydney’s event calendar that has sent a buzz through local creative and entrepreneurial communities, injecting life, inspiration and a flurry of fastBREAKing conversation into the Powerhouse Museum’s best-kept secret, the Boiler room Mezzanine.

Ant McPhail one of 3 founding Viscious film directors took to the podium to discuss the topic of POWER.

At each fastBREAK session, on the last Friday of each month, five sharp young industry leaders from various sectors tackle big questions and topics with five-minute responses around themes of creativity, commercialisation, collaboration, connections and conversation.

Innovation is the staple of the fastBREAK menu.

The subject for discussion this time was POWER. Ant took to the stage in front of 100 or so creative minds to discuss power and how it translates, effects and drives his work.



Be sure to check out the vibewire series each month and stay up-to-date with latest news here


Teall Barnes - Marketing Director