PHD Media Worldwide > News > SHIFT SESSIONS PODCAST: Episode 1: Conquering Branded Content
November 1 2022

SHIFT SESSIONS PODCAST: Episode 1: Conquering Branded Content


Learn how to get started with branded content, what good looks like, and how to make a lasting impression with consumers 

Branded content is everywhere. In ad-funded programming, dynamic ad banners, tailored commerce assets, and more.  

In fact, by 2026, forecasts suggest brands will be spending as much as a billion dollars in this space. 

But why all the attention? What are benefits of investing in branded content? How do you get started? And how do you get it right?  

In ‘Conquering Branded Content’, the first episode in The Shift Sessions, Pollyanna Ward, Social Account Director at PHD, and Luke Southern, CEO of DRUM, Omnicom’s branded content and entertainment agency, discuss:  

  • Why there’s never been a better time to invest in branded content 
  • How to design an effective branded content strategy (and what makes content ‘stick’). 
  • How to maximise returns on investment when working with ‘Branded Content Orchestrators’ 

As Southern explains: “As a brand, your competition today isn’t just commercial. You’re competing with culture, entertainment, music, fashion, and sport. The fight for attention is massive, but that’s where branded content can help. Because, when done right, branded content has the power to engage audiences, build connections, and create associations that last.” 

Listen to the episode below, or stream on Spotify, Apple, Amazon and Audioboom. 


About The Shift Sessions 

The Shift Sessions is a six-part podcast series from PHD.  

In each episode, released weekly from 1 November – 6 December 2022, PHD’s Pollyanna Ward, Social Account Director, and marketing experts from PHD and the Omnicom Group, explore how and why the function of marketing is shifting, identify the new roles that will dominate teams in the future, and explain how to start building these capabilities today.

Read the launch announcement here. 


Never miss an episode. Sign up for PHD’s newsletter to get The Shift Sessions in your inbox. 


The Shift Sessions extends themes and ideas first introduced in Shift | A Marketing Rethink, PHD’s ninth book, which explains how marketers can get ahead of change, and stop just responding to it. To learn more, and purchase a copy, head to 

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