Hello everybody and welcome again. We've invited today to our studio Jaime Dezcallar, who is a longtime expert in branded content and since 2004, if I'm not mistaken, has worked as a script writer, film director, and producer. He's a very interesting person to talk about storytelling and contents for brands. So, thank you for being here in the first place Jaime and to work 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? Two 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 year, 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 audience, to the targeted audiences, providing them documentaries about the best golf courses in Europe, and that's a documentary and its information or is it entertainment. Because a documentary itself is it- I mean formats are pretty free. You can transform them into whatever you want. So, the frontier between entertainment like games and short films and music videos and then content such as- well, what do you think people think when they say content like more corporative things or more informative things? Well, I'll say branded content. Yeah. I would say that the word-. 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 and I think all content should be entertaining, if not, you're failing miserably. If you are boring somebody with your information it's-. It's very difficult to raise awareness with boredom, no? Yeah. Absolutely. Referring to audiovisual 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 as changes in the industry, I've seen that marketing directors now and want to do branded content, because not so long ago I remember going to- with the agencies that I used to work with to pitch with the companies that we were going to work with and they didn't-. You mean advertising agency, no? Yeah. Yeah, I used to work- You used to work in something I didn't mention in the introduction. I used to work as a free [inaudible] director and a content, yeah, creator in different agencies. I still do. I just well-. You work for them as a freelancer. I just do it as a freelance, yeah. But I still do. I remember marketing directors being very nervous about the branded content works. It was an experiment and they didn't like it much especially because we were going throughout a big economical crisis- Yes. -and it felt like they could lose their jobs or if they missed. 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 and with the least possible budget. So, that has happened and also I think they've realized that they just can't live without- big companies can't live without making a lot of content and having a conversation with their audiences and I'm still not sure about how it works in terms of sells. Branded content and selling. But they definitely need to be I mean- to be on the top of the mind of the user, they need to have a presence and social media which is the third thing that has happened 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, no? More in long-term basis. Yeah, yeah. I mean, you can have many different strategies and then contents are so transmedia right now that you normally come up with a general idea that might transform into YouTube documentary in which the protagonists talk about in the social media and they do different contents that spread out in their Instagrams and Facebooks and stuff and that becomes something else later, a game or a comic book or whatever. So, it's all very liquid. That is something I yeah- very liquid. That's 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 sort of stable stuff instead of more marketing driven specialists like-. Yeah. -in the past? Yeah, and maybe the other way around too. Like I see, I see changes everywhere. I just don't know where they are going exactly. But I see-. That makes two of us. 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 agencies who were supposed to be like media agencies just in charge of buying spots and spacing in TV and stuff and they are being creative now. I see consultant agents doing creative work which is also very very weird. I mean it's not always a great result. But definitely it's easy because also the people in marketing being 30 years older or they belong to a different era already. So, the millennials, they know everything, we know everything about how to distribute things in different channels and I mean it's easy to talk to them. Yeah, it comes natural, no? It comes natural. It comes natural. I don't know if there's 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. So, 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-. Yes, and rapidly changing. -market where people move from one site to the other. Which is a perfect example of the world we live in, no? Hopefully, yeah. Everything change very quickly and nobody knows where to. Yeah, yeah. Well, thank you very much Jaime for being with us. Well, thank you very much. My pleasure. Pleasure. Pleasure is mine.
