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The UK Branded Content Industry_Report and Survey.pdf (2.8 MB)

The UK Branded Content Industry Report and Survey (Branded Content Research Hub, UAL, 2023)

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posted on 2024-02-26, 19:02 authored by Jonathan HardyJonathan Hardy, Ioanna Karagiorgou, Nessa Keddo, Raluca MoiseRaluca Moise, Zoetanya Sujon, Sevil Yesiloglu

This 2023 report presents a survey and analysis of the ‘state of the profession’ for those working in branded content marketing in the UK.

The report has been prepared by the Branded Content Research Hub, at the London College of Communication, part of University of the Arts London, with the support of the Branded Content Marketing Association (BCMA) and Content Marketing Association (CMA).

The research work for this report began in 2021 and the report draws on data for the period 2019-23. We provide, to our knowledge, the first dedicated survey of those working in branded content in the UK. The survey was sent to member organisations in the BCMA and CMA as the principal recipients and also promoted to wider networks of marketing practitioners. The report includes sections describing the branded content industry, data on the BCMA and CMA membership, thematic reports on EDI, professional identities, influencer marketing and regulation, and interviews, together with the survey questions, data analysis and discussion of methodology.

Funding

Branded Content Governance Project

Economic and Social Research Council

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