Having established a strong local presence since its launch back in 2013, The Guardian Australia is pioneering a new and unique model for branded content and native advertising that is key to its continued success.
In this episode of The CMO Show, hosts Mark Jones and JV Douglas are joined by Ian McClelland, managing director at The Guardian Australia, as they delve deep into the world of digital publishing, native advertising, and editorial integrity.
McClelland shares his insights on how The Guardian has created and retained a committed audience through an era of fragmented commercial models and modes of delivery.
“There’s a desire for brands to engage more with their audiences, to tell stories, and to properly participate in two-way conversations with audiences. To get real cut-through, the conversation that a brand can have around a certain subject with its target audience becomes more valued than just a massive reach that you can get on straightforward advertising,” McClelland said. “Native advertising, like any type of advertising or communication, only works in the context of a broader strategy. You have to know why you’re doing it and you have to know how it relates to all of the other things you’re doing.”
The CMO Show is a podcast about brand storytelling and the future of marketing. Listen to other episodes or find out more about the show here.