Ed Cotton: Will Agencies And Publishers Miss Out When Brands Become Media?

Ed Cotton: Will Agencies And Publishers Miss Out When Brands Become Media?

The long-term trend for brands to become media is now very much a reality. Publishers and agencies need to work out what role they are going to play in this new future.

Ed Cotton, BSSP
  • 20 january 2011

David Carr’s recent story in the NYT about Richemont’s purchase of Net-a-Porter highlights the desire of fashion brands to become publishers in their own right.

For fashion publishers and the agencies involved in creating advertising for these brands, this presents something of challenge. The brands seem to believe that they are better off creating and controlling their own media, image and content, than leaving it to others.

It makes sense that the fashion business is the first to jump into this space. It’s a highly creative business where image is everything and the brands have strong relationships with their consumers. The other advantage they have is that they often create their own media in the form of fashion shows. A vital piece of content that has appeal to a broader audience.

In a sense, fashion brands have always been media companies and the digital platform has allowed them to take more control and to structure their content in an organized way.

What does this mean for other brands?

(Continue reading here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights

influx insights banner


Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Infants Today

Battery Powered Cradle Will Rock Itself

NoomiNoomi is a clever device that makes it easier to put babies to sleep

Sustainability Today

Swedish Citizens Get A Tax Break For Repairing Old Goods

A sustainability initiative encourages people to fix, rather than replace, broken objects


Get PSFK's Related Report: Future of Work

See All
Fitness & Sport Today

How Precision Data Can Make Anyone A Better Performer

The Sports Debrief from PSFK Labs looks at how analytic tools are being developed to optimize human performance across all industries

Retail Today

You Can Now Buy Furniture From A Daytime TV Show

Home furnishing online retailer Wayfair is partnering with Lifetime to create a shoppable life improvement television program

Social Media Today

Instagram Tool Prevents People From Harming Themselves

A new anonymous reporting option on the social media platform hopes to provide better emotional support for users

Retail Today

Apple’s New London Store Is Filled With Living Trees And Sunlight

The brand's UK flagship location has been reimagined with a focus on customer experience and community

Syndicated Today

Artificial Intelligence Could Serve As A Judge In The Court Of The Future

A new software program can weigh up legal evidence and more questions of right and wrong to predict the outcome of trials


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

PSFK Labs Today

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Brand Development Yesterday

Swipe Left On A Dating World Built To Keep You Single And Disconnected

Hinge's VP of Marketing Karen Fein tells us about the service's daring ditch of the swiping culture that's designed to attract advertising revenue, not meaningful connections

Arts & Culture Yesterday

Marvel Comic Tells The Story Of A Heroic Syrian Mother

Madaya Mom is the true tale of a family trapped inside a town for over a year

Food Yesterday

Brooklyn Cafe Lets Customers Pay By The Hour, Not By The Cup

Glasshour is an establishment that provides free coffee and pastries and charges for the time guests spend there

Technology Yesterday

Electric Spoon Changes The Way Food Tastes

The Taste Buddy is being developed to manipulate your taste buds and make everything more delicious

Technology Yesterday

Open-Source Toolkit Lets Communities Build Their Own Street Furniture

The Wikiblock database contains 30 blueprints of different neighborhood fixtures including benches, bus stops, and kiosks

Food Yesterday

Tiny Pub Only Has Space For Three People

Make Time For It is a small London pop-up bar that encourages conversation without the distraction of technology

Work Yesterday

Community Builder: How to Hack Slack

Claire Wasserman, Founder of Ladies Get Paid, describes how she's using an internal team communication tool to build a network of thousands

No search results found.