‘Think like publishers’ and use ‘influencer content’: how brands can drive performance through creativity

Brands need to act like publishers when leveraging content to drive better performance outcomes, according to Publicis Media global practice lead of content, Belinda Rowe.
Speaking at Cannes Lions on day two of a five-part video series in partnership with Publicis, she says there are three main ways brands should be leveraging content to get the results they need.
“One is being audience-first rather than just leveraging content through campaigns. The second is thinking about how you are le