Between the Lines: GUM is living up to the hype

Ad agencies have been scrambling to build their branded content offerings, although for many agencies, more effort has gone into PR-ing these divisions than actually making branded content.

Saatchi & Saatchi's GUM division has generated its fair share of hot air, but has also notched up some successes. But this week's deal with Atlantic Records takes the venture to a new level (page 6).

Now GUM can offer brands access to proven popular content through tie-ups with artists such as Missy Elliott. The deal takes some of the risk out of branded content for advertisers and allows GUM to create new cross-platform deals by tapping into Atlantic's creative resources. Perhaps now branded content can start to prove that the hype is justified.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).