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...

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