CANNES - Marketers should be on the lookout for new ways to blend storytelling into branded content, says Bob Lord, Global CEO of Razorfish in an interview with Beet.TV. As an example, he points to a recent effort by Razorfish client Citibank in which the marketer helped to curate the AOL Business channel.
"We bought part of the business channel for Citibank...and that brings us to a different level," Lord explains in this video interview. "We bought the content ahead of time so we can help shape the content and help Citibank live up to its brand promise."
To develop successful campaigns today, marketers need to consider media, technology and creativity simultaneously. That's the premise of his recent book, Converge. "You have to think about these areas concurrently," he says.
In addition, mediums like video are likely to include more interactivity and two-way communication going forward, he says. "Video is one of the most effective mediums to engage with your audience and get feedback on your brand."
In addition to his role at Razorfish, Lord was recently appointed to CEO for digital at the Publicis Groupe.