Brands are becoming media owners
For some time now, we have plotted a growing trend of brands developing increasingly sophisticated media portfolios of their own.
In the face of what is happening within media itself, this makes perfect sense.
Even once useful platforms like LinkedIn and Pinterest are now nothing more than a laughable dumping ground of AI-slop; as a consequence the advertising-disruption model is not as effective as it once was, which is fuelling innovation in the arena of owned branded communications.
Traditional advertising relied on interrupting consumers — think TV commercials and pop-up ads. However, with the advent of ad-blockers and subscription-based platforms, this approach is gradually becoming obsolete. Modern consumers seek content that engages and adds value to their lives.
The latest example of this which is of interest to us, is Saint Laurent Productions.
Founded in 2023, Saint Laurent Productions is the highly-successful film production company created by the renown fashion house that has won numerous awards (for films like Emilia Perez) while showcasing the brand's engagement with culture.
Rather than the films just being long-form versions of ads, they are created to be entertaining vignettes that can stand alone outside of the need to sell / brand anything.
Instead of relying on the manipulative nature of the algorithm of major platforms (or whatever side of the bed Elon Musk wakes up on) - something that brands have no control over - many brands are creating and managing their own distribution channels.
Most brands sit on a wealth of knowledge and stories that are of significant value. Packaging this and making it available in a compelling way makes a lot of sense.
From films to books, events and podcasts - there is a lot of scope to explore in this space.
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