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October 25, 2019

Crash test history, fashion podcasts and scientific LEGO

Catching up with the latest branded content releases for the last few weeks, including some of our own work (clearly marked) but otherwise the best we’ve found around the traps.

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News bites
▶︎ Bauer Media ANZ CEO, Brendan Hill, believes the merger of Bauer with Pacific Magazines won’t create a monopoly in Australia. He believes their largest competitor is big tech and the merger will add more resources to content marketing within the publications.
▶︎ Indonesia, Thailand and Vietnam will be the biggest contributors to the growth in consumer digital spending, according to Bain and Company. It is projected spending will grow to $120.9 billion in 2025, up from $31.3 billion in 2018. Brands will need to redirect their content and marketing to match consumer behaviour.
▶︎ The Content Marketing Institute’s B2B Content Marketing 2020: Benchmarks, Budgets, and Trends report has found businesses use content successfully to build brand awareness and consumer education but aren’t building stronger relationships with their customers.

Video
Germany
There’s really only one way to test if cars are safe — crashing them and seeing what happens. Mercedes-Benz is celebrating 60 years of crash testing their vehicles. This dramatic video also traces the history of the crash test dummy.
 

United Kingdom
LEGO videos usually involve making the most outrageous vehicle possible then destroying it. A scientist at London’s Natural History Museum has found a more refined use. He uses Technics clamps to hold delicate insects and ancient books.
 

China
Sometimes great content can come from a bit of PR work. It’s been six months since Huawei was added to the US trade blacklist. We’re unsure if it was to celebrate this milestone or not, but Huawei’s founder and CEO, Ren Zhengfei, talked in depth with CNBC. It appears Huawei is happy with the treatment as the video is on their YouTube channel.

Global
When you think of Philips employees, you probably imagine electronics and audio experts. The truth is Philips is a multinational conglomerate with over 70,000 employees worldwide. And they’re not all electronic nerds. In this video, they break down the Strategy, Mergers, Acquisitions and Partnership (SMAP) roles.

United States
If you know anything about the American education system, you’ll know student debt is a huge issue. Last year, the debt was estimated to be US$1.52 trillion. Positioning themselves as a socially aware brand, Starbucks has a programme that covers 100% of tuition fees.

Podcast Pick
Fashion and how it relates to self image is providing a wealth of podcast material for different brands.
 Sneaker business New Balance recently invited musicians, comedians and designers onto Dress Code to discuss memorable moments and outfits. At the other end of the fashion scale, beauty brand Sephora discusses how self-image relates to confidence on #LIPSTORIES.

Insights
71% of marketers say the quality of customers and traffic they get from influencer marketing is better than what they get from other sources. But how do you go about doing it?

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