Hello everybody, and welcome again. We've invited today to our studios Jaime Dezcallar, who is a longtime expert in branded content, and since 2004, if I'm not mistaken, has worked as a scriptwriter, film director, and producer. He is a very interesting person to talk about storytelling and content for brands. Thank you for being here in the first place, Jaime. To rock from the first second, let me ask you a very short and simple question. What would be the differences in your view between branded content and branded entertainment to terms we've chosen to separate in this course? Well, it's difficult because the frontier between the one and the other depends on the sensibility of the viewer, I believe. I'm going to tell you an example. If you have a brand which makes golf clubs, and they decide to go to their targeted audiences, providing them documentaries about the best golf courses in Europe, and that's a documentary, and it's information, or is it entertainment? Because a documentary itself, formats are pretty free, you can transform them into whatever you want. The frontier between entertainment like games and short films and music videos and then content, what do you think people think when they see content? Like more corporative things? Or more informative things or? Well they see branded content? Because you can make that fun too. Yes, you should even make it fun. Of course, if you want it to be successful, you should make it fun, and the examples you see even in companies when it's B2B companies, they try to make that fun because in the end whoever is going to receive that email or that content is also a human. I think all content should be entertaining. If not, you're failing miserably. If you are boring somebody with your information. It's very difficult to raise awareness with boredom. Yeah, definitely. Absolutely. Referring to audio-visual content, do you detect any special trends in the last five years or so? Formats which are working better than others, changes in the industry? As far changes in the industry, I've seen that marketing directors know and want to do branded content because not so long ago, I remember going with the agencies that I used to work with to pitches with the companies that we were going to work with. You mean advertising agency? Something I didn't mention in the introduction, you have experience. I used to work as a Creative Director and a content creator in different agencies, I still do. You work for them as a freelancer. I just do it as a freelance, but I still do. I remember Marketing Directors being very nervous about the branded content words. It was an experiment, and they didn't like it much, especially because we were going through a big economical crisis, and it felt like they could lose their jobs. Everything was more scary five-years ago, and they weren't into experimenting with any kind of format. They just wanted to do the traditional thing, and do it right with the least possible budget. That has happened, and also I think they've realized that big companies can't live without making a lot of content and having a conversation with their audiences. I'm still not sure about how it works in terms of sales; branded content and selling, but they definitely need to be on the top of the mind of the user, they need to have a presence. Social media, which is the third thing that has happened, like in the last years, has consolidated branded content as something that you just need to be doing in order to have your audience fed. Yes, with different rhythm and with a different approach than advertising. More on a long-term basis. Yeah. You can have many different strategies, and then contents also transmedia right now that you normally come up with a general idea that might transform into a YouTube documentary in which the users, the protagonists talk about in the social media, and they do different contents that spread out in their Instagrams and Facebook's and stuff, and that becomes something else later on, a game or a comic book or whatever, so it's all very liquid. Yeah, very liquid. That is something I want to come back to at the end of our talk. Speaking about the client, do you find that companies, compared to maybe a decade ago, are incorporating more creative profile stable stuff instead of more marketing-driven specialists like in the past. Yeah, and maybe the other way around too. I see changes everywhere, I just don't know where they're going exactly. That makes two of us. But I see clients who incorporate production companies like small video equipment and stuff so they can shoot their own things and do their own content. I see media agencies just in charge of buying spots and space in TV and stuff, and being creative now. I see consultant agents doing creative work, which is also very weird, and it's not always like a great result. But definitely it's easy because also the people in marketing being 30 years old, they belong to a different era already, so they are millennials and they know everything. They know everything about how to distribute things in different channels and it's easy to talk to them. It comes natural. It comes natural, I don't know if there's like a structural change in the companies or if they are looking for it. I see in many places like creative implants from agencies, insight marketing departments of different companies, and I see a lot of people who used to work for agencies working now in marketing departments. I don't know if this happened 10 years ago, because back in the day I was working on TV and I've only been working advertisement for the last seven or so years, but that's what I can see. A very fluid market where people move from one side to the other. Perfect example of the world we live in, no? Hopefully. Everything changes very quickly and nobody knows where to. Yeah. Well, thank you very much Jaime for being with us. Well, thank you very much. A pleasure. Pleasure is mine.
