Sean Cummins: ‘Branded content bothers me; since when did we need to disguise advertising’?

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The global ceo of Aussie agency Cummins & Partners says the ad industry is confused about the role of branded content and he is uncomfortable with some the executions being done in the space.

Delivering the keynote address at the National Radio Conference on the Gold Coast at the weekend Cummins questioned the strategy and debate around much of the branded content being delivered by many agencies.

“As an industry we are all a little bit confused about branded content and what it means,” he said Cummins. “But really none of us are willing to admit it.”

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