Carla Faria: Native is the 'sweet spot'

Talking to Campaign at this year's PPA Festival, The Foundry's Faria describes native as being the "sweet spot" between advertorial and sponsored editorial content on the other.

She said "Native for me is commercial content, that's been created by a trusted editorial voice, for their loyal and loving readers, runs in their environment but has but has a client or an advertiser's hopes, dreams, ambitions, strategic intent firmly bourne in mind.

The biggest opportunity I feel, for native at the moment is to be able to give readers or viewers value beyond what they're getting."


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Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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