Editorial: AFP practitioners are still its biggest fans

So you think branded content is the future? That investing in advertiser-funded programming is money well spent?

Well, Campaign's review of some of the most high-profile examples to date (page 24) reveals the sector has a long way to go. Our student, Imran Finley, who represents the target market for much content investment, was unimpressed. For now, the biggest fans of branded content appear to be the professionals who work in it.

Although AFP makes good strategic sense, it still lacks credibility in execution.

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