Martin Laing Explores Branded Content and Attitude

Create's Martin Laing has written an article for DMEXCO

When it comes to branded content, attitude matters

September 30th, 2020

Martin Laing, Director of Production and Global Executive Producer, CNN Create

Create's Director of Production & Global Executive Producer, Martin Laing, wrote a piece for DMEXCO titled 'When it comes to branded content, attitude matters'.


Read excerpts below and the full article on DMEXCO.


This year brand strategies, messaging, and the role of branded content have changed dramatically. That’s something we’ve experienced at CNN with our clients around the world. We’ve always had a consultative approach at Create, (the in-house brand studio of CNN International Commercial) but now it has become even more important, as brands strive to ensure the relevance and right tone of their campaigns.


“60% of brands that “go dark” see a negative impact on brand relationship metrics, losing affinity, image, and loyalty. As you can see...attitude does matter.”

Martin Laing, Director of Production & Global Executive Producer, Create

This year we’ve worked like never before as we’ve rejected the constraints of figurative and geographical boundaries, including one campaign which included colleagues from six different countries. Our collaboration and novel thinking have reached another level and we’ll continue to be nimble as we navigate filming in different markets with varying restrictions.

Read the article here.