Brands are becoming media

Here in the Middle East, it’s a little slower on the uptake than what’s happening in the West, but brands today – powered by YouTube, facebook, twitter and even the blogosphere are becoming independent – and relevant – media channels by themselves.

Because, combined with digital production and planning agencies, brands are now increasingly aware of the power of combining owned, earned and paid media. They’re creating content and publishing it, pushing it across channels that they are able to create. They are hiring either creative talent within their own ‘marketing’ functions or are freelancing it out. Or getting agencies in to combine content and media – creating and masterminding editorial, written, video, audio and to-be-shared social and viral content.

This is probably because there isn’t enough good content in the market out there. Brands are increasingly creating and crafting what they want to say or want said about their brands, rather than depend on bloggers and independent creators, or even existing media channels. So, a fashion brand may create their own ‘how-to’ content for a YouTube channel, rather than depend on, here in the Middle East, a Yahoo Maktoob…

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