As part of Advertising Age's first-ever Content Marketing series, Code and Theory founder Dan Gardner and Managing Partner Steve Baer co-authored an article on what brands and publishers can learn from each other.
As one of the only creative agencies that designs experiences for both brands and publishers, Gardner and Baer offer a unique perspective on what each industry is doing well, and how they can do better.
The convergence of brand and publisher is only going to get stronger. It's a fascinating time to be in the middle.
Among other things, the authors touch on how publishers need to act more like brands, by "putting care into distinguishing their product from competitors and truly connecting with their readers." On the other side of the spectrum, brands can learn from publishers on learning to adopt a more fluid style in publishing content.
"A fully responsive philosophy," they argue, "means being comfortable with setting up loose structures around your brand's feature stories for the year, and letting your newsrooms adapt and adjust as these stories are put into the world."
Click here to read the article on AdAge.com.