Branded Content Research Network
Lead Research Organisation:
University of East London
Department Name: Arts and Digital Industries
Abstract
The central aim of the network project is to facilitate collaboration between academics and industry professionals to explore branded content practices and their media policy implications. This will be the first interdisciplinary network of UK scholars investigating the intersections of media and digital advertising. This network will also aid the advancement of broader networking amongst academics studying media and advertising, and between academics, industry practitioners and policy networks.
Across digital media new forms of integrated advertising are developing rapidly.
Branded content is occurring in different forms across news media, entertainment and social media. Emergent forms include paid content in news and 'native advertising' which is an online variant of advertorials, where advertisements follow the form and user experience associated with the context in which they are placed. In entertainment media, marketing integration includes advertiser-financed television, product placement, virtual advertising and advergames.
Boundaries between media and advertising are being tested, crossed and erased. The emergence of new forms of integrated advertising raise a host of issues ranging from consumer awareness and acceptance, to editorial independence and creative autonomy.
Branded content is both an economic and cultural phenomena that requires cross-disciplinary resources and new approaches in analysis. Assessing the impact and policy implications of these practices requires a better understanding of the cultural forms, working arrangements and practices that are developing amongst producers and users and the attitudes of various practitioners, publics and stakeholders. Fast-evolving practices of media-marketing integration require research to inform debate on the values and objectives for public policy and the suitability of different forms of governance. Studying these phenomena requires political economic, legal and policy analysis as well as historical, cultural and social enquiry. The network activities therefore engage concerns at the intersection of the ESRC and AHRC.
Much industry discussion focuses on the most effective ways to develop branded content amidst efforts to secure the support of politicians, regulators and key publics. However, these practices face opposition and have provoked controversies such as those surrounding the development of Facebook's Sponsored Stories, Twitter's Promoted Tweets, Yahoo's 'Stream Ads'. The relaxation of rules to permit product placement in television has generated on-going controversy and debate. UK media governance has historically benefitted from clear demarcation between marketers' sponsored content and the media's own editorial content. The evolving forms of branded content online have intensified challenges to the separation of editorial and advertising that were already being felt across print and television. Most of the discussion of branded content to date has occurred within the work of industry practitioners and specialist media, with limited discussion in general media. However issues surrounding branded content engage the concerns of a much wider range of civil society organizations that include trade unions, consumer groups and cultural organisations. This network will help to promote knowledge exchange across a very wide range of interests and perspectives.
The project will comprise seminars bringing together academics, industry practitioners and other stakeholders, parliamentary and public meetings. A dedicated website will be created to support research and network activities, and there will be themed series of articles published in the online journal openDemocracy as well as reports, briefings and academic publications to build knowledge, share perspectives and promote collaboration amongst key stakeholder groups interested in the implications for practitioners, researchers and policy-makers.
Across digital media new forms of integrated advertising are developing rapidly.
Branded content is occurring in different forms across news media, entertainment and social media. Emergent forms include paid content in news and 'native advertising' which is an online variant of advertorials, where advertisements follow the form and user experience associated with the context in which they are placed. In entertainment media, marketing integration includes advertiser-financed television, product placement, virtual advertising and advergames.
Boundaries between media and advertising are being tested, crossed and erased. The emergence of new forms of integrated advertising raise a host of issues ranging from consumer awareness and acceptance, to editorial independence and creative autonomy.
Branded content is both an economic and cultural phenomena that requires cross-disciplinary resources and new approaches in analysis. Assessing the impact and policy implications of these practices requires a better understanding of the cultural forms, working arrangements and practices that are developing amongst producers and users and the attitudes of various practitioners, publics and stakeholders. Fast-evolving practices of media-marketing integration require research to inform debate on the values and objectives for public policy and the suitability of different forms of governance. Studying these phenomena requires political economic, legal and policy analysis as well as historical, cultural and social enquiry. The network activities therefore engage concerns at the intersection of the ESRC and AHRC.
Much industry discussion focuses on the most effective ways to develop branded content amidst efforts to secure the support of politicians, regulators and key publics. However, these practices face opposition and have provoked controversies such as those surrounding the development of Facebook's Sponsored Stories, Twitter's Promoted Tweets, Yahoo's 'Stream Ads'. The relaxation of rules to permit product placement in television has generated on-going controversy and debate. UK media governance has historically benefitted from clear demarcation between marketers' sponsored content and the media's own editorial content. The evolving forms of branded content online have intensified challenges to the separation of editorial and advertising that were already being felt across print and television. Most of the discussion of branded content to date has occurred within the work of industry practitioners and specialist media, with limited discussion in general media. However issues surrounding branded content engage the concerns of a much wider range of civil society organizations that include trade unions, consumer groups and cultural organisations. This network will help to promote knowledge exchange across a very wide range of interests and perspectives.
The project will comprise seminars bringing together academics, industry practitioners and other stakeholders, parliamentary and public meetings. A dedicated website will be created to support research and network activities, and there will be themed series of articles published in the online journal openDemocracy as well as reports, briefings and academic publications to build knowledge, share perspectives and promote collaboration amongst key stakeholder groups interested in the implications for practitioners, researchers and policy-makers.
Planned Impact
The research project is designed to improve links between academics and key stakeholders for the benefit of both. The key beneficiaries are
Policy-makers and policy actors engaged with media and marketing.
- Media and marketing industry practitioners and associations.
- Media trades unions.
- Civil society organisations involved with media or consumer affairs.
- General media and media/marketing trade media.
- Interested members of the public as users/consumers/citizens.
Branded content is a rapidly growing phenomena understood by marketing professionals but not widely understood by most others, including journalists and others working in media industries. It challenges and has profound implications for communications regulation, working practices, user expectations and media literacy. Decisions about governance need to be informed by academic research on professional practices, legal-regulatory measures, public understanding and attitudes, and by wide-ranging debate amongst all stakeholders. The network will address these needs and facilitate research on professional practice and working arrangements, governance and policy issues. The ensuing research will inform outputs that include reports, briefings and information for key stakeholder groups and publics. The network will also engage with and benefit policy-makers and policy networks. Network members will make submissions to the UK and national governments, regulators and supranational agencies on the governance of branded content. Academic research will be aided by greater access to and dialogue with industry, policy-makers and civil society organisations. In turn these interested parties will benefit from academic research and collaborative efforts to inform and engage key publics. Partners and participants have been carefully selected to ensure links with key networks beyond academia notably those involving academic-industry collaboration, media policy networks, and civil society organisations concerned with the communication industries.
Research from the network will inform policy submissions made by individual academics and partner organisations. The network itself will not make policy recommendations but remain an open network that seeks to facilitate research, discussion and collaboration. Several of the academics involved in the network play lead roles in media policy networks including the Media Reform Coalition, the Campaign for Press and Broadcasting Freedom and the Media, Communication and Cultural Studies Association (Meccsa) policy group. The network will build on the experience of policy networking of members to communicate with as wide a range of interested stakeholder groups and associations as possible. As well as the advisory group members such as the Branded Content Marketing Association, other industry associations will be invited to contribute to seminars and this will facilitate exchange on policy issues as well as practice. The key regulators Ofcom, Advertising Standards Authority and Atvod will also be invited to participate, with Alison Preston, Ofcom's Head of Media Literacy a confirmed speaker. There will be a briefing meeting for MPs followed by a public meeting in Parliament organised with the assistance of John McDonnell MP who will book rooms in Parliament at no cost to the network and also disseminate invitations and policy material electronically to all MPs.
Academic participants are involved in a diverse range of research projects that will lead to publications drawing on network activities. Collaborations will include contributions to The Advertising Handbook and to a themed series of articles for Open Democracy.
A dedicated website will be created within the first two months that will be organised to serve key publics including media enquiries. The site will be open access and aimed to appeal to the general public as well as academics and stakeholder groups, with accessible briefings produced by the PI and members.
Policy-makers and policy actors engaged with media and marketing.
- Media and marketing industry practitioners and associations.
- Media trades unions.
- Civil society organisations involved with media or consumer affairs.
- General media and media/marketing trade media.
- Interested members of the public as users/consumers/citizens.
Branded content is a rapidly growing phenomena understood by marketing professionals but not widely understood by most others, including journalists and others working in media industries. It challenges and has profound implications for communications regulation, working practices, user expectations and media literacy. Decisions about governance need to be informed by academic research on professional practices, legal-regulatory measures, public understanding and attitudes, and by wide-ranging debate amongst all stakeholders. The network will address these needs and facilitate research on professional practice and working arrangements, governance and policy issues. The ensuing research will inform outputs that include reports, briefings and information for key stakeholder groups and publics. The network will also engage with and benefit policy-makers and policy networks. Network members will make submissions to the UK and national governments, regulators and supranational agencies on the governance of branded content. Academic research will be aided by greater access to and dialogue with industry, policy-makers and civil society organisations. In turn these interested parties will benefit from academic research and collaborative efforts to inform and engage key publics. Partners and participants have been carefully selected to ensure links with key networks beyond academia notably those involving academic-industry collaboration, media policy networks, and civil society organisations concerned with the communication industries.
Research from the network will inform policy submissions made by individual academics and partner organisations. The network itself will not make policy recommendations but remain an open network that seeks to facilitate research, discussion and collaboration. Several of the academics involved in the network play lead roles in media policy networks including the Media Reform Coalition, the Campaign for Press and Broadcasting Freedom and the Media, Communication and Cultural Studies Association (Meccsa) policy group. The network will build on the experience of policy networking of members to communicate with as wide a range of interested stakeholder groups and associations as possible. As well as the advisory group members such as the Branded Content Marketing Association, other industry associations will be invited to contribute to seminars and this will facilitate exchange on policy issues as well as practice. The key regulators Ofcom, Advertising Standards Authority and Atvod will also be invited to participate, with Alison Preston, Ofcom's Head of Media Literacy a confirmed speaker. There will be a briefing meeting for MPs followed by a public meeting in Parliament organised with the assistance of John McDonnell MP who will book rooms in Parliament at no cost to the network and also disseminate invitations and policy material electronically to all MPs.
Academic participants are involved in a diverse range of research projects that will lead to publications drawing on network activities. Collaborations will include contributions to The Advertising Handbook and to a themed series of articles for Open Democracy.
A dedicated website will be created within the first two months that will be organised to serve key publics including media enquiries. The site will be open access and aimed to appeal to the general public as well as academics and stakeholder groups, with accessible briefings produced by the PI and members.
Organisations
- University of East London (Lead Research Organisation)
- openDemocracy.net (Collaboration)
- Content Marketing Association (Collaboration)
- ABB Marketing Ltd (Collaboration)
- Branded Content Marketing Association (Collaboration)
- openDemocracy (Project Partner)
- The Writers' Guild of Great Britain (Project Partner)
Publications
Brierley Sean
(2018)
The Advertising Handbook
Canter A
(2018)
Fifteen Years, A Branded Content Story
Einstein M
(2017)
How Facebook and the New York Times corporatised 'fake news'
Hardy J
(2018)
The Advertising Handbook
Hardy J
(2018)
The Advertising Handbook
Hardy J
(2021)
Innovation in Advertising and Branding Communication
Hardy J
(2018)
The Advertising Handbook
Hardy J
(2017)
Sponsored content is compromising media integrity
| Description | All project activities were successfully completed in accordance with the planned timetable including four network seminars, a conference, public meetings, and publications. The most significant achievements of the award were to advance research into branded content and to successfully engage industry, regulators, other stakeholders and academic researchers in dialogue, aiding key objectives for research, collaboration, policy influence, public information and debate. This project invited researchers working in specialist areas to contribute to mapping branded content practices and media-marketing integration, discovering key actors, processes, and regulatory arrangements. We have built up a strong body of research presentations from our events, available to researchers worldwide, and enabled postgraduate students and academics to share research findings, methods and approaches that led to collaborative projects, including journal articles and publications. Principles that marketing communications should be recognisable as such have been challenged by rapidly evolving advertising formats 'native' to the media context in which they are placed. Our project developed comparative analysis of industry practices and governance arrangements to inform policy-makers and policy stakeholders. Key findings are that there is considerable variation in the purposes and rationales of regulatory agencies and increasingly fluid governance arrangements. The issues of labelling and identification, consumer awareness, determining marketers' editorial control, and regulatory convergence, were examined at network events, with representatives from regulatory agencies, lawyers and academics. The project helped to identify key research tasks for the next phase of research and build research partnerships and dialogue with industry, regulators and other key stakeholders. Research by the PI informed submissions to the QAA Subject Benchmark Statement for Media, Government and Parliamentary enquiries including Lords's enquiry on advertising, the Online Harms White Paper, Cairncross Review and consultations by the ASA, CMA and Ofcom, Impress, as well as talks at the BFI Media Conference, IAMCR ECREA, MECCSA. In 2020, the PI advised project partner BCMA on influencer marketing guidelines. The output and communication objectives have been met but are also ongoing, with future published work including a PI monograph, PI-edited journal special issue, and journal articles from network participants. We exceeded our objectives on international networking. The partnership established with the Advertising Research Group in ECREA considerably strengthened our networking with European scholars, including successful peer-review of research papers for co-hosted events. Three leading US researchers addressed our conference alongside speakers from thirteen countries. Twenty international researchers have agreed to participate in the next phase of collaborative, comparative research. The PI is working with network partners on a UKRI funding bid for a three-year research project that will map and examine the governance of branded content to benefit key stakeholders across industry, policy networks, civil society, and academia. We are committed to sustaining the network activities for research and information exchange. Events have been held in Spain in 2018, and London 2019 (ESRC Business Boost funding from UBEL DTP Partnership). In 2020, the PI won approval from the University of the Arts London to create the Branded Content Research Hub with industry and UK/international academic partners. |
| Exploitation Route | The research outcomes will be taken forward by academic researchers in the UK and internationally, by policy stakeholders and by publics informed through online publications and other media. The PI is completing a commissioned monograph and is now editor for the Routledge Critical Advertising Studies book series. The first books commissioned are by early-career researchers involved in the network project and the series will include further collaborative books arising from the network project. The PI is editing a special issue of Digital Journalism on sponsored editorial content that will showcase research findings and has book chapters and other outputs that promote findings and research design. Public-facing articles have been published in the online publication openDemocracy, a partner organisation, with contributions by the PI and Professor Mara Einstein, a keynote speaker at the conference. The research outputs of other network members will be compiled on the website (https://www.arts.ac.uk/colleges/london-college-of-communication/research-at-lcc/branded-content-research-hub) which is successor to www.brandedcontentresearchnetwork). Articles, news reports and summaries of research have been submitted to participating organisations. Policy submissions and briefings will continue to be sent to policy-makers and stakeholders. The network itself will not make policy recommendations but remain an open network that seeks to facilitate research, discussion and collaboration. |
| Sectors | Creative Economy,Digital/Communication/Information Technologies (including Software),Government, Democracy and Justice,Culture, Heritage, Museums and Collections |
| URL | https://www.arts.ac.uk/colleges/london-college-of-communication/research-at-lcc/branded-content-research-hub |
| Description | The project has engaged with professionals involved in the media and marketing communications industries to benefit industry training and HEI education. Recognising that education and training was a key issue for industry partners, the network organised events including an industry panel at the January 2017 seminar on academic-industry collaboration and an industry panel on training at the November 2017 Conference. The Branded Content Research Network project secured the engagement of the Branded Content Marketing Association as partner leading to continued collaboration on education and training initiatives for marketing industry professionals and for HEI students and researchers. Key impacts have been to inform industry self-regulation and governance, to develop industry training initiative and knowledge exchange. The Branded Content Research Network project secured the engagement of lead industry trade bodies seeking to collaborate for research, training and good practice governance and regulators keen to engage with researchers on rapidly changing communications and regulatory environments and international comparisons. A two-day conference was attended by more than 100 people, with 40 speakers and chairs from 13 countries, involving discussions with industry and stakeholders on industry practice, training and proposals led and co-ordinated by Prof Hardy. The network project activities also included four network seminars public meetings, and publications. The most significant achievements were to advance collaborative research into branded content and to successfully engage industry, regulators, other stakeholders and academic researchers in dialogue about governance and public interest regulation to address issues of consumer awareness and marketers' control. The project successfully engaged with other industry bodies, including the Content Marketing Association and Internet Advertising Bureau in the UK as well as aiding links between the BCMA and academics in Spain, Germany and elsewhere for collaborative work including training. Some outcomes include the involvement of the PI and other network academics as advisers for the BCMA's Institute of Branded Content. This will ensure research informs training for industry practitioners, while also benefiting students and staff from the HEIs involved by giving them access to professional training and meetings with industry speakers. For the network project, overall, we successfully engaged industry practitioners in debate about the wider social, cultural, policy and other implications of new forms of promotional media and branded content. In return, industry participants in the network identified emergent gaps between education agendas in higher education and identified industry needs that will inform the design and delivery of education and training across HEI and professional provision. The project had objectives to engage with civil society groups and interested members of the public. This has been achieved through activities including a public meeting in Parliament and a public meeting held as part of the November conference. A report based on researching UK and comparative regulations was circulated to participants in the April seminar and sent to Members of Parliament and key stakeholders and published online. A range of contributors discussed the issues and implications of branded content practices and made public policy proposals. The proposals made by the PI, including calls for Parliamentary reviews of branded content and for a standardised logo for branded content similar to the P logo required for product placement in UK television programmes, was reported in trade media and discussed at public meetings and events during 2017. Articles on the societal implications of branded content were carried by online publisher and partner openDemocracy and have reached an international public audience. The PI was invited to speak on branded content to audiences at the BECTU Freelancers Fair, a Westminster Media Forum event on native advertising for industry and policy networks, and at the Byline Festival, among others, involving a combined audience of more than 400 people. For Byline, the PI was involved in the award of worst sponsored content at the Bad Press Awards which raised awareness of problems concerning publisher hosted branded content for an audience over more than 500 attendees and many more online. The project engaged very successfully with policy networks and stakeholders. The seminar on regulation involved senior representatives from all the relevant UK communication regulators (Ofcom, ASA, IPSO, Impress) as well as lead industry bodies (IAB, BCMA) and legal experts. This involvement was built on for the November conference and, is leading to ongoing impact. The PI was invited to contribute to an ASA review of online advertising identification and to a review by Impress of its code for publishers. Hardy was invited to contribute to the BCMA code review (2019), and was an invited co-author and adviser for the BCMA's Influencer Marketing Guidelines and Best Practice UK (2021). Following written submissions, his proposals are discussed in the Cairncross enquiry into the future of journalism (2019). He was also invited to contribute to the Impress Code Review, with proposals and guidance adopted in Impress's draft code in February 2022. Prof Hardy (PI) has secured funding support from the University of the Arts London to continue to develop the work of the Branded Content Research Network. The Branded Content Research Hub was established in late 2020 and in 2021 organised public events on branded content and influencer marketing practices and regulation, professional training in online webinars and networking. A further expansion has taken place in 2022 with public events, a stakeholder symposium on influencer marketing governance with representatives from UK regulators,trade bodies, marketing and academic interests, and other activities. This includes funding to complete the first survey and report on the branded content industry in the UK with support from BCMA, CMA and other industry networks. The PI, Co-i and others have worked with key partners and more than 40 UK and international academics, and others, to prepare a follow-up funding application for a three-year research project that will examine the governance of branded content across the UK, European Union and selected other countries. The application was submitted to the ESRC in September 2021. The underpinning research examines the changing practices and governance arrangements for branded content, native advertising and related media-marketing relationships. The research examines how governance takes place across dynamic adaptive systems. The project is concerned with regulatory outcomes and arrangements (drawing on law, policy, political economy, business/management studies, sociology and related social sciences) but also with practices, processes, meaning-making and relationships (drawing on aesthetics, cultural studies, cultural policy and related humanities). This project is therefore designed to make a significant empirical, conceptual, methodological, cross-disciplinary and field-shaping contribution by carefully articulating steps, and challenges, in mapping governance across production, publication, reception and engagement. This will be achieved through research activities carried out by investigators in the UK and Spain and through the co-design of resources for systematic comparative research undertaken by an international network of academic. This will be an innovative study of governance of value to key stakeholder interests, from industry trade associations and practitioners, to regulators and policy-makers as well as international academics and educators. This research will inform stakeholders about the scope and effectiveness of existing governance and proposals for reform to influence changes across policy-making, industry 'good practice' and training, media literacy and educational initiatives, media reporting, public awareness and understanding, and academic research and collaboration. The PI is an academic advisor for the Institute for Branded Content, and industry training initiative by BCMA and has advised on training materials and on its influencer marketing code (2020-21). The PI's proposals and research is cited in industry guides such as Dzamic and Kirby (2018) and BCMA (2018). The project secured media coverage for calls for the UK Parliamentary Committees to launch investigations into branded content governance (The Drum 2018) with the PIs chapter for a BCMA book was republished as an article (The Drum 2019). Impact outputs include public journalism (openDemocracy, Free Press etc.), industry media coverage of policy proposals and activities, media coverage of the Bad Press Awards (Byline Festival) including 'worst sponsored content' category, selected by the PI. Academic Impact outcomes include increased policy stakeholder and wider public awareness of branded content policy issues including labelling, user identification and appropriateness of marketing integration in editorial content. This is demonstrated by event attendance, stakeholder participation, media reporting and communications engagement. Research findings on the practices and governance of branded content derived from the original award and subsequent research have been used in submissions to the Online Safety Bill (2021), Ofcom public service review (2021), future funding of the BBC (2022) and other consultations. The proposals for more consistent and standardised disclosure, similar to the P sign for product placement informed questions and discussion at the DCMS Culture Committee inquiry on Influencer Culture to which the PI gave written evidence in 202, presenting research and these proposals. In March 2022, the Branded Content Research Hub organised a successful 'stakeholder symposium' on influencer marketing governance that brought together representatives from regulators, trade bodies, practitioners and academics, including from the CMA, CAP, ASA, ISBA, and BCMA. The meeting brought together the producers of different codes and guidance with input from academics in a manner that participants agreed was unique and beneficial. There will be a follow-up meeting to discuss submissions to the DCMS consultation on advertising regulation and changes to the Online Safety Bill that was announced on the eve of the symposium. All this work has established an authoritative academic project, with an international network of academics and support for student researchers at all levels, that undertakes research and knowledge exchange and which has presented research-led policy proposals to policy actors that have influenced the contents of codes, good practice guidance and wider policy and public debate and understanding. |
| First Year Of Impact | 2017 |
| Sector | Creative Economy,Digital/Communication/Information Technologies (including Software),Government, Democracy and Justice,Culture, Heritage, Museums and Collections |
| Impact Types | Cultural,Policy & public services |
| Description | Advertising Standards Authority Review of Online Advertising Disclosure |
| Geographic Reach | National |
| Policy Influence Type | Contribution to a national consultation/review |
| Description | Adviser for BCMA Guidelines For Branded Influencer Marketing |
| Geographic Reach | National |
| Policy Influence Type | Participation in a guidance/advisory committee |
| Impact | Prof Hardy was invited to join the BCMA Influencer Steering Group and contribute to the creation of a BCMA guide to best practice for members and businesses wishing to engage in influencer marketing in the UK. His advice on disclosure requirements has been incorporated into the code and sets out good practice requirements that go beyond legal requirements and the minimum standards set by the ASA and CMA, making a valuable contribution to raising awareness and standards for BCMA members, other marketing practitioners and influencers. |
| Description | Adviser for Impress Code review 2021-22 |
| Geographic Reach | National |
| Policy Influence Type | Contribution to new or Improved professional practice |
| Impact | The proposed code revision and guidance on transparency will influence how publishers manage their relationships with commercial sponsors (marketers), how they ensure clear and consistent disclosure for content that has been subject to payment or economic consideration by third parties. Under the revised guidance, 'When dealing with sponsors, this must be clear. The reader must easily tell the difference between independent editorial content and sponsored content. The publication must clearly identify any commercial arrangement between a sponsor or other third party and published content. The impact will be to increase awareness and guidance for publishers and content creators who are members of Impress, to influence and encourage publishers to set out general statements on relevant standards for transparency and relations with marketers. The code review will impact the readers and users of Impress members' content by strengthening disclosure so that it is more effectively and readily apparent and by increasing awareness of sponsored content to increase media awareness and literacy. |
| Description | Advising press regulator Impress on branded content |
| Geographic Reach | National |
| Policy Influence Type | Participation in a guidance/advisory committee |
| Impact | The PI, Prof Hardy, has been invited to advise the recognised press regulator Impress on branded content regulation and good practice as part of the regulator's review and enhancement of its code of practice for members. This invitation arises directly from the work of the Branded Content Reseach Network project including the seminar in April attended by the CEO of Impress, Jonathan Heawood, and other meetings and discussions held during 2017 and 2018. |
| Description | Citation in Cairncross Review |
| Geographic Reach | National |
| Policy Influence Type | Citation in other policy documents |
| URL | https://www.gov.uk/government/publications/the-cairncross-review-a-sustainable-future-for-journalism |
| Description | Industry academic engagement for professional training and HEI education |
| Geographic Reach | National |
| Policy Influence Type | Influenced training of practitioners or researchers |
| Impact | We successfully engaged industry practitioners in debate about the wider implications of new forms of promotional media and branded content in particular. In return, industry participants in the network identified emergent gaps between education agendas in higher education and projected industry needs. |
| URL | http://www.brandedcontentresearchnetwork.org |
| Description | Influencer Marketing Governance Symposium and related activities |
| Geographic Reach | National |
| Policy Influence Type | Contribution to new or Improved professional practice |
| URL | https://www.arts.ac.uk/colleges/london-college-of-communication/research-at-lcc/branded-content-rese... |
| Description | Submission to Impress Code Review |
| Geographic Reach | National |
| Policy Influence Type | Contribution to a national consultation/review |
| Description | ESRC Business Boost Programme |
| Amount | £2,250 (GBP) |
| Organisation | Economic and Social Research Council |
| Sector | Public |
| Country | United Kingdom |
| Start | 09/2019 |
| End | 10/2019 |
| Description | Branded Content Marketing Association |
| Organisation | Branded Content Marketing Association |
| Country | United Kingdom |
| Sector | Public |
| PI Contribution | The Branded Content Marketing Association (BCMA) have invited the PI, CO, advisory group members and academics to speak at BCMA events to audiences of industry practitioners. The PI has provided written advice and research for the BCMA code review and has been commissioned to provide further research on regulation and good practice. |
| Collaborator Contribution | The Branded Content Marketing Association (BCMA) have invited the PI CO, advisory group members and academics to attend industry events and training. BCMA members have spoken at Branded Content Research Network events and meetings and participated actively in guidance, networking and knowledge exchange. |
| Impact | Publication. A. Canter (ed.) Fifteen Years, A Branded Content Story, London: BCMA. This includes contributions from the Branded Content Research Network PI (Hardy), Co-I (MacRury), advisory group members (Springer) and others involved in the network. [Multidisciplinary] Event. BCMA event at BVE Expo 2018. THE FUTURE: How is academia dealing with the future of branded content? https://www.bvexpo.com/bcma/the-future-how-is-academia-dealing-with-the-future-of-branded-content |
| Start Year | 2016 |
| Description | Content Marketing Association |
| Organisation | Content Marketing Association |
| Country | United Kingdom |
| Sector | Academic/University |
| PI Contribution | The PI has engaged in knowledge exchange with the Content Marketing Association (CMA) and provided research outputs he produced as part of the Branded Content Research Network project. |
| Collaborator Contribution | The Managing Director of CMA was a speaker at the Branded Content Research Network project and has engaged in discussion and agreed to be a formal partner for the proposed three-year research project on the practices and governance of branded content. This includes agreed in-kind support if the grant application is successful. |
| Impact | Development of research proposal for three-year project addressing the practices and governance of branded content. CMA has agreed to be a formal partner in the bid and provide in-kind support. |
| Start Year | 2017 |
| Description | Institute of Branded Content |
| Organisation | ABB Marketing Ltd |
| Country | United Kingdom |
| Sector | Private |
| PI Contribution | As as direct result of the Branded Content Research Network I (PI, Prof Hardy) was invited to become an academic advisor for the Institute of Branded Content. This initiative by the Branded Content Marketing Association (BCMA), who are partners in the Network, will provide training and events aimed at industry practitioners. I collaborated with BCMA and as a result the inaugural training event for the new Institute was held at the University of East London on 27 February 2018. The event was well-attended with practitioners for Viacom (MTV), Bauer publishing and other firms. I negotiated free access to the event for UEL staff and students including a post-doctoral researcher Dr Gloria Dagnino, who is an academic advisor and assistant in the Network, as well as UEL PhD students. The Institute academic advisers include Associate Professor, Catherine Johnson, University of Nottingham, who was approached through her involvement in the Network, including her invited keynote speech at the second seminar held at Bournemouth University in January 2017. Bjoern Assmussen, Oxford Brookes University is also involved as adviser in the Network as well as the Institute. The Institute will be a significant collaborative partnership and an important legacy of the first phase of the Branded Content Research Network project. The Institute will be an important means for academics to inform training and build linsk with industry practitioners. It will benefit students from the HEI institutions of academic advisers. For instance, Masters students from the University of Nottingham and Oxford Brookes also attended the Institute's first training event on 27 February, gaining professional training with a market value of over £200 per participant and CPD points. |
| Collaborator Contribution | The Branded Content Marketing Association has established the Institute following discussions with myself as PI for the Branded Content Research Network, and other academics involved in the Network. The collaboration will include my involvement in writing and delivering course materials on branded content and on laws, regulation and good governance in particular. The BCMA/Institute will provide negotiated access for members of the Network, as as well as students from the institutions of academics invited to gain access to training events and separate events organised with industry speakers and trainers. Such access will benefit staff, students studying for higher degrees, taught Masters and whereever appropriate also undergraduates. |
| Impact | Institute of Branded Content Training Event held at the University of East London, Tuesday 27 February 2018 9.30am-5pm. |
| Start Year | 2017 |
| Description | openDemocracy openMedia project |
| Organisation | openDemocracy.net |
| Country | United Kingdom |
| Sector | Charity/Non Profit |
| PI Contribution | The PI, Prof Hardy is an project board member for a European research project, openMedia, led by a partner organisation in the Branded Content Research Network, openDemocracy. Hardy has attended board meetings and advised on the design and implementation of a questionnaire for journalists to assess levels of commercial involvement in editorial an commercial pressures on journalistic performance. This collaborative project involves other academic advisers involved in the Network including Prof Des Freedman, Goldsmiths College, University of London |
| Collaborator Contribution | openDemocracy are partners in the Branded Content Research Network and have co-hosted events, provided speakers, published articles from the network and are engaged in plan for future collaboration. |
| Impact | Outputs in published articles include:https://www.opendemocracy.net/james-cusick-crina-boros/blurred-lines-and-black-ops-disappearing-divide-between-uk-news-and-adverti https://www.opendemocracy.net/jonathan-hardy/sponsored-content-is-blurring-line-between-advertising-and-editorial https://www.opendemocracy.net/mara-einstein/facebook-new-york-times-corporatised-fake-news-advertising |
| Start Year | 2016 |
| Description | Branded Content Research Network Conference 7-8 November 2017 |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | International |
| Primary Audience | Study participants or study members |
| Results and Impact | The project culminated with a two-international conference held at the University of East London. The event was organised by the Branded Content Research Network in association with the Advertising Research Temporary Working Group in ECREA. 104 registered for the event. Total actual attendance was over 100 including undergraduates and alumni at the University of East London who assisted as volunteers in the event management. There were 40 speakers and session chairs at the two-day event, from 13 countries (Austria, Finland, France, Germany, Hungary, Ireland, Italy, Netherlands, Spain, Qatar, UAE, USA, UK). The first day began with a meeting of the advisory committee followed by opening sessions including talks from industry practitioners followed by a report and open discussion about the Branded Content Network Project, future plans and invited feedback and suggestions on development. This discussed work on network communications and elicited strong support for the planned funding bid on governance of branded content. The industry contributions were made by Andrew Canter, Global CEO, Branded Content Marketing Association and Pete Fergusson, Founder and CEO, Nemorin Film and Video. They discussed the evolution of branded content and contemorary forms and issues which generated questions and discussion with academic reseachers. On that evening there was a public meeting co-hosted with openDemocracy which provided access by civil society partner organisations and a wider public beyond the conference delegates to key speakers and issues. All the US conference speakers agreed to particpate and gave excellent, accessible presentations on key issues of branded content practice, public awareness and possible reguatory and other action to improve identification and recognition. They were joined by James Cusick of openDemocracy who outlined interim findings from a research project on commercial influences on journlists that the PI Prof Hardy is also involved with as an academic adviser. Prof Hardy introduced the session and discussed the network and his research on UK regulation and chaired the session. There was debate amongst the speakers on the case and prospects for regulatory action and lively discussion with the audience that included a group of 15 students from Aarhus University, The Netherlands, who attended the conference and accompanied their tutor who gave a presentation. At the one-day conference that followed on 8 November, there were three main plenary sessions with two groups of three parallel sessions held. The opening plenary heard from a leading UK practitioner Luke Southern, CEO of the award winning Drum agency, and Prof Joseph Turow of the University of Pennsylvania. Luke Southern explained the motivations for branded content, market and consumer dynamics and good practice. Prof. Turow highlighted the rise of automated services and 'conversational marketing' and proposed a broadening agenda for research. The conference combined peer-reviewed papers from UK and international academics with sessions that engaged a mix of practitioners and academic researchers. There was a very successful industry panel discussion (Research, Education and Training Needs) which both audience and industry speakers found very valuable. This reflected an effort to build effective network relationships and respond effectively to the needs and interests of industry partners as well as draw on them for the core academic and research purposes. The speakers included Andrew Canter, BCMA; Catherine Maskell, Managing Director, Content Marketing Association; Alastair Duncan, Chief Strategy Officer, Splash Worldwide; Neil Boorman, Content Director, Mother; Matt Hay, Founder, Bulbshare; and was chaired by advisory board member Prof. Paul Springer (Falmouth University). There were sessions on Defining and Mapping Branded Content; Creativity and Creative Practices in Audiovisual; Recognition and Regulation of Native Advertising and Branded Content; Mapping Branded Content (2): Critical investigations; Investigating Location Branding: New spaces and places in research. The afternoon plenary sessions included contributions from Mara Einstein (Queens College, City University of New York); Michelle Amazeen (Boston University) on How Audience Characteristics and Sponsorship Transparency Affect Recognition of Native Advertising and Perceptions of Publishers; and Christie Dennehy-Neil Senior Public Policy Manager, Internet Advertising Bureau on Balancing growth opportunities with consumer protection, with opening remarks from the PI Prof. Hardy. The final plenary opened with a keynote address by Dr Anne Cronin (Lancaster University) on Rethinking brands in neoliberal societies: new forms of 'social contract' and transformed roles for promotional culture. This was followed by open discussion about the conference topics and future direction and suggestions for building the Branded Content Research Network. The conference received very strong commendation from speakers and participants. Additional presentation materials will be made available and promoted online and on the new YouTube channel created for the project at https://www.youtube.com/channel/UCrRthFHXgTkPbJHbSpN6d3Q. |
| Year(s) Of Engagement Activity | 2017 |
| URL | http://www.brandedcontentresearchnetwork.org/events/conference-7-8-november-2017/ |
| Description | Branded Content Research Network Parliamentary and Public Meeting 25 April |
| Form Of Engagement Activity | A talk or presentation |
| Part Of Official Scheme? | No |
| Geographic Reach | National |
| Primary Audience | Policymakers/politicians |
| Results and Impact | Two activities took place in Parliament following the Branded Content Research Network seminar on Polity and Regulation held earlier that day at the University of Westminster. The first event was a planned 30 mins briefing and meeting with MPs involving members of the Advisory Group. However, the previous week Theresa May announced the 2017 General Election would be held on 8 June. As a result, our event, shortly before the formal dissolution of Parliament was affected. Invited MPs began to send apologies at the start of the week and no MPs attended in person. Based on previous experience it was expected that only a small number of MPs would attend in normal circumstances, although to have none was disappointing. Nevertheless, the activity was worthwhile. With support from a PR practitioner we invited over 100 MPs with personal invitations and a briefing which helped raise awareness of the arguments for review of branded content practices and regulation. Several MPs acknowledged the salience of the issues and event in their replies. Following the MP briefing session there was a public meeting held in the same Committee Room in the House of Commons. This well-attended event had contributions from Prof Jonathan Hardy; Tim Dawson, President of the National Union of Journalists; Andrew Canter, Global CEO, Branded Content Marketing Association; Dr Andrew McStay and Prof. Vian Bakir, Bangor University, and James Cusick, Political Correspondent The Independent/ OpenDemocracy. The event was co-hosted by MECCSA Policy Network. This was a very successful public meeting with attendance from staff and students at Bournemouth University, members of third sector organisations including Campaign for Press and Broadcasting Freedom and Media Reform Coalition, media including New Internationalist and openDemocracy. One of the main outcomes was that proposals made by Prof Hardy were carried in news story on the event in The Drum, a leading trade magazine for the creative media and marketing sectors. Hardy called for the select committees on communication to investigate branded content practices and regulation, arguing that this was the most appropriate review to follow on from the House of Commons Culture Committee's current reviews of fake news. He argued that branded content was very much connected with the issues of fake news, not least in the ability to distinguish between sponsored content and independent editorial. He called on regulators to consult with the wider public on their own rules and to look at the case for more clarity for audiences and greater consistency in the way branded content is treated across media. All the speakers expressed their support for the Branded Content Reseach Network and its work to bring attention to problems in regulation. Tim Dawson and James Cusick both highlighted the problems arising from pressure on journalists to comply with demands to produce sponsored editorial, especially younger and more precarious workers. Prof Bakir and Dr McStay discussed their submission to the Commons Select Committee review of fake news. |
| Year(s) Of Engagement Activity | 2017 |
| URL | http://www.brandedcontentresearchnetwork.org |
| Description | Branded Content Research Network Seminar 1: Investigating Branded Content (3 November 2016) |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | National |
| Primary Audience | Study participants or study members |
| Results and Impact | 35 people attended the launch seminar for the branded content research network. |
| Year(s) Of Engagement Activity | 2016 |
| URL | http://www.brandedcontentresearchnetwork.org/network/ |
| Description | Branded Content Research Network Seminar 2: Industry-Academic Research Collaboration |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | National |
| Primary Audience | Study participants or study members |
| Results and Impact | This event was the second of a series of four seminars for the branded content research network. It was hosted at Bournemouth University where the Co-I Prof Iain MacRury is based. The event addressed academic-industry research collaboration and involved contributions from academic researchers, branded content industry practitioners and key industry trade bodies including Andrew Canter Global CEO of the Branded Content Marketing Association. Speakers included Associate Professor Catherine Johnson, author of Branding Television (Routledge, 2012) and co-author with Prof. Paul Grainge of Promotional Screen Industries (Routledge, 2015) and Prof Iain MacRury, Deputy Dean Research and Professional Practice, Bournemouth University (BU) and co-investigator Branded Content Research Network. Performance poet Jeremiah 'SugarJ' Brown, who worked with Nationwide Building Society, discussed his participation as an artist in branded content. Prof Jonathan Hardy (Principal Investigator, Branded Content Research Network) discussed future network activities and our collective project to map the new media-marketing ecologies. After lunch, Melanie Gray (BU) and BU undergraduate Zoe Gardener discussed branded content work for Rolls Royce and some cultural-brand cross-overs. After workshops, there was a final industry panel that included Adam Lewis, Head of Social and Content Marketing at Bright Blue Day; Andrew Canter Global CEO at BCMA (Branded Content Marketing Association) and David Alterman, Director at the Nursery (Research and planning agency). These high-profile experts explored the place of data, creativity and regulation in the branded context environment. The event generated presentations concerning indusry-academic collaboration that benefited study participants and wiill aid researchers engaging with industry research in marketing communications and promotional screen industries. The event also buid up trust and dialogue with industry partners and contributed to the involvement of academics from the network in the BCMA's Insitute of Branded Content. |
| Year(s) Of Engagement Activity | 2017 |
| URL | https://www.eventbrite.co.uk/e/branded-content-research-network-seminar-2-industry-academic-research... |
| Description | Branded Content Research Network Seminar 3: Regulating Branded Content (25 April) |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | National |
| Primary Audience | Professional Practitioners |
| Results and Impact | 32 people attended the third seminar which focused on branded content regulation and policy in the UK. The seminar speakers includes senior representative from UK regulator agencies including OFCOM and the Committee on Advertising Practice/Advertising Standards Authority, as well as specialist legal experts and speakers from industry trade bodies. The speakers were Suzanne Wright, Principal in Ofcom's Standards and Audience Protection team; Malcolm Phillips, Regulatory Policy Manager CAP; Christie Dennehy-Neil, Senior Public Policy Manager, Internet Advertising Bureau, Cliff Fluet, Partner, Lewis Silkin. There were also speaker contributions from academic members of the Branded Content Research Network including Prof. Jonathan Hardy who also chaired the seminar; Prof Chris Hackley, Royal Holloway University; Dr Andrew McStay and Prof. Vian Bakir, Bangor University and Prof. Christian Fuchs, University of Westminster. The seminar brought together all the main regulatory agencies relevant to branded content in the UK. Those attending included Jonathan Heawood, CEO of the recognised press regulator Impress and also Charlotte Dewar, Director of Operations at the Independent Press Standards Organisation (IPSO). The seminar included other staff from the ASA and CAP, media representatives including James Cusick, Political Correspondent, The Independent and publisher Vince Medeiros of TCO London. The seminar was attended by sixteen academics representing 12 Universities from England and Wales, as well as two doctoral research students. Five members of the Branded Content Network advisory board attended, including Andrew Canter CEO of the Branded Content Marketing Association. A report on the regulation of branded content was produced for the seminar and sent to attendees in advance. The event was regarded as very successful and valuable. It created a space for frank, high-level discussion between regulators, industry representatives and academic researchers. The participants agreed to continuet to engage and offer advice and commentary on policy and regulatory proposals and issues and these links were developed in subsequent activities including the November 2017 conference. Of greatest values for future work has been the agreement of the key participants to be involved in a major planned research project on the governance of branded content.This event was originally scheduled to take place at the offices of the Writers Guild of Great Britain. However, to accommodate the larger numbers the even was moved to the University of Westminster and was co-hosted by the Westminster Insitute for Advanced Studies, as well as Meccsa Policy Network. The WIAS generously provided a central London venue and catering for the event. The event included advisory board member Prof Christian Fuchs as well as other staff from th e University of Westminster. |
| Year(s) Of Engagement Activity | 2017 |
| URL | http://www.brandedcontentresearchnetwork.org |
| Description | Branded Content Research Network Seminar 4. Branded Content Research: International, Comparative and Collaborative |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | International |
| Primary Audience | Study participants or study members |
| Results and Impact | The four seminar in the series was co-hosted with the Advertising Research Temporary Working Group (ARTWG) in ECREA, the European Communication, Research and Education Association. We announced a call for papers and a panel made up of Branded Content Network advisory members, invited network members including a UEL postgraduate student and members of ARTWG. The selected seminar presenters were as follows: Prof. Ilhem Allagui, Northwestern University in Qatar; Arturo Arriagada, Universidad Adolfo Ibáñez, Chile; Dario Lolli, (PhD student) Birkbeck, University of London; Tony Wilson, Visiting Senior Research Fellow, LSE; Petra Audyova, (PhD student) Charles University, Czech Republic; Gloria Dagnino, (PhD student) Università della Svizzera Italiana, Switzerland; Prof. Patricia Núñez Gómez, Chair of ARTWG, Universidad Complutense de Madrid; Prof. José Fernández-Cavia, Pompeu Fabra University, Barcelona; Anat Balint, Tel Aviv University; Simone Krouwer, PhD Candidate, University of Antwerp; Dr Eleftheria J. Lekakis, University of Sussex. There were 34 participants. The seminar presentations discussed research activities and provided an opportunity to discuss advanced methods and approaches to studies of branded content. Presentation topics included (with titles): 'Prize-winning campaigns of branded content: A multi-country study of effectiveness'; Unpacking the 'media kit': an analysis of a device connecting consumers to branding agencies'; Media Franchises as Branded Contents: The case of the 'Media Mix' and the Japanese 'Content Industries'; Consumer Hermeneutic Practices: From Malaysian Media Branding to Branded Mall'; 'The Creative Identity of Branded Content Marketing Industry'; 'How to research invisible reactions to brand content on social media?'; 'Minors, influencers and Brands: A Branded content strategy'; 'Seventh Eye's Branded Content Ratings Project[ in Israel]'; 'To disguise or to disclose? The influence of disclosure recognition and brand presence on readers' responses towards native advertisements in online news media'; ''They have money, we have ideas': Creative Participation and Cultural Resistance in Anti-advertising Activism'. The seminar provides a platform for postgraduate students and early career researchers to share their work, with feedback from senior academics across a range of disciples and discussion about research objectives, strategies, design and methods. The main outcomes of the seminar was to establish the Branded Content Network as a leading-edge resource for an international network of scholars and to build effective collaboration between the network and ARTWG/ECREA. The discussions with the chair and members of ARTWG was of great value in planning and preparing for the final event, the conference in November 2017 which was also co-hosted with ARTWG. . . . |
| Year(s) Of Engagement Activity | 2017 |
| URL | http://www.brandedcontentresearchnetwork.org |
| Description | Talk to Media School Teachers at the BFI Media Conference |
| Form Of Engagement Activity | A talk or presentation |
| Part Of Official Scheme? | No |
| Geographic Reach | National |
| Primary Audience | Schools |
| Results and Impact | The PI Prof Hardy was invited to lead a session on branded content addressing an audience of Media Studies A Level and Btech tutors at the Annual Conference for media teachers organised by the British Film Institute. As the formal start date for the award was moved to September 2016 this event in June pre-dated the award but was very useful in the preparation, discussion and promotion of the network project. |
| Year(s) Of Engagement Activity | 2016 |
| URL | http://www.bfi.org.uk/education-research/teaching-film-tv-media-studies/bfi-media-conference-2016 |