News needs to go Netflix
“The bundle is king, he says. I'm not so sure. I think matching your content to your customers' behaviours is more important”
Simple stories are what strikes home
“If you have budget, good for you. Spend it wisely, and you have the luxury of options. But if times are tight, fear not. Simplicity can be your best friend. Simplicity means focus.”
Journalism closes a door, brands open a window
Marketeers have come to realise that rather than trying to convince journos to 'print their stuff', they're going all in and hiring them to do what they do naturally, then piggybacking on it and basking in the reflected glory.
Marketers: adjust your settings
“It hasn't been thought through for YouTube. It's a simple case of someone not understanding the platform. It's the online equivalent of having 14-point font on a ten-foot billboard - it just doesn't make sense.”