In such unprecedented times, when creating massive ad campaigns with outdoor shootings and extravagant budgets is not possible, it is seen that more and more creative agencies are upping the ante on the content marketing front. Will the lockdown help content marketing gain more prominence in the communication play of agencies forever?

An ad or anything for that matter is content, but content marketing is not an ad. BuzzInContent talks to brands, content experts and creative agencies to burst the bubble around why creative agencies need to up their play on the content front. They need to unlearn a few things and learn to collaborate and consolidate content in-house, which can help marketers remain hooked to their services for all their marketing and communication needs

Shah, Director of Marketing at Truecaller India, says although the medium has caught the attention of a lot of marketers, it might soon become another checklist item rather than a lead medium for brands

In a freewheeling chat with BuzzInContent, Murthy, Head of Marketing and Digital Communications talks about the art of finding a balance in partnerships between brands and publishers, leading to effective branded content campaigns

Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, write that by weaving the brand story with the story of India, using the vehicle of technology, our creative agencies have shown us the path to a brighter future, not just that of Indian advertising but of India itself

Launching the Mumbai Mirrored digital series, the Brand Director of Times of India said digital content with no source is dangerous and no other medium can match the authenticity of print. He said only creative agencies have brand understanding and content creators, despite being digitally savvy, lack this aspect

To partner with original content curators and creative agencies to further the brand's value proposition to its niche audiences

At the recently concluded Cannes Lions Festival, Jan Livingston of Fox Networks Group and Theodor Arhio of TBWA talked about how content space is shaping up, why creative agencies should plunge into the space and why it's important for brands to associate more with content and not limit itself to ads

Reddy, Founder and CEO of PAD Group, talks about the latest venture ‘Hotcult' in branded content space

Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, write that brands should be conscious of the power dynamics between employers and domestic help and avoid perpetuating negative stereotypes, biases, and prejudices

Due to the high demand for branded content during the festive period, the number of pitches and inbound queries at agencies and content platforms also increase resulting in additional revenue for them

Shivaji Dasgupta, the Founder of INEXGRO Brand Advisory, writes about clagency, the agency embedded in the client organisation, where presence is not judged by physicality but by impact and influence

In an interaction with BuzzInContent.com, Shailja Saraswati, Chief Content Officer, Omnicom Media Group, India, talks about how marketers should focus on a blend of great storytelling with an emotional connection

Intel's Gayatri Makhijani, Perfetti's Ritesh Sud, TVF's Pranav Thakker, and Nobel Hygiene's Kartik Johari discuss the challenges faced by brands and publishers while working on branded content and how one can overcome the same

Shoor strongly believes content will not replace communication on classical advertising at least for the next five years. Talreja says new-age content creators do not necessarily understand brands

BuzzInContent caught up with the CMO of the company that has brands such as Naukri.com, Jeevansathi.com, Shiksha.com and 99acres.com, to talk about various challenges related to the content marketing space in India

The Chief Growth Officer of Zeel discusses with BuzzInContent.com the channel's various offerings and why should brands do more content integrations. He also talks about the importance of TV as a medium to maximise reach

It is often said agencies — creative, media or digital — act as ‘couriers', taking a proposal on behalf of brands and selling it to content creators, and are also limited by their ability to execute. Whether that's true or not, BuzzInContent.com speaks to content specialists to explore what role an agency can play in synergy with both brands and content creators