Make branded content people actually care about on TV and online

The internet is no longer a singular space, it is a place that centres around each user. The online world revolves around choice; catch up TV, options to save videos, swiping and ad blockers mean that users have the choice to look at what they want, when they want.  
When The Guinness Book of Records first emerged, it was a great piece of content marketing for the beer brand, something innovative and different that people could get involved in. However, the online w