Josh Black
May 26, 2015

Content isn't king

The overused phrase "content is king" fails to reflect how the marketplace has changed and is therefore holding brands back, according to Josh Black of GroupM Content.

Black speaking at MELT2015 India

Black recently spoke at the MELT 2015 festival of creativity in Mumbai, where he shared his belief that content is not 'king'. He authored this opinion piece based on his address.

To be more accurate, I believe that saying it is king is part of the story. It does not reflect how the consumer has changed, how data has grown or how technology has evolved. It reflects how the industry should have moved on but...

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