David Blecken
Jun 18, 2018

Q&A: Where brands go wrong with content creation

Most marketers are still too heavy-handed in their approach to entertainment, says Sarah Armand, head of content partnerships at RYOT Studio.

Sarah Armand speaking at Branded Shorts in Tokyo on 13 June (photo courtesy of the organisers)

At the Branded Shorts festival in Tokyo on Wednesday, Campaign asked Sarah Armand, director of content partnerships for RYOT Studio, Oath's global creative division, to explain the role of technology in content, and why much of the content brands produce still fails to be compelling. Armand is based in Los Angeles and has held her current role since 2015.

The winning entries to this year's festival were Apple's 'Three Minutes' international...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 3175 1913


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Related Articles

Just Published

AnyMind forms influencer joint venture with Japan's Sunny Side Up
6 hours ago

AnyMind forms influencer joint venture with Japan's ...

AnyUp will offer services for marketers and influencers, and also announced it will be working with famed footballer Hidetoshi Nakata.

Apple set to toughen up ad tracking rules
7 hours ago

Apple set to toughen up ad tracking rules

Tech giant is burnishing its privacy credentials by cracking down on cookie workarounds.

Twitter launches six-second viewable video ad bids
7 hours ago

Twitter launches six-second viewable video ad bids

New ad format applies for videos that are 15 seconds or less.

Twitter, Facebook react to 'nefarious tactics' in battle over HK
7 hours ago

Twitter, Facebook react to 'nefarious tactics' in ...

Both platforms took action against accounts they said are connected to the Chinese government, and Twitter announced it will no longer allow advertising from state-run media sources.