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Because of the democratization of distribution (social media), brands no longer need to rely on
traditional media. Now, in order to succeed, brands must increasingly create and distribute their own
content that resonates with their audience. Many brands are taking marketing and advertising
in-house, combining the creative ability to create compelling content with their intimate knowledge of
their consumers.
Brands as Publishers
The Thrillist Media Group and its new in-house agency,
CoLab, create content for millennial males that double as
marketing for its retail arm, JackThreads, and ad partners.
Microsoft, in 2014, created Microsoft Stories, which serves
as a publishing outlet for Microsoft’s content.
An evolution of their policy content site, Pressing, GE’s Ideas
Lab publishes and curates content with the aim of
positioning the brand as a leader of innovation.
Over the last few years, Apple has increasingly brought
their creative in-house, giving the brand more control
over their marketing.
Controlling Content Distrubtion 34

Because of the democratization of distribution (social media), brands no longer need to rely on
traditional media. Now, in order to succeed, brands must increasingly create and distribute their own
content that resonates with their audience. Many brands are taking marketing and advertising
in-house, combining the creative ability to create compelling content with their intimate knowledge of
their consumers.
Brands as Publishers
The Thrillist Media Group and its new in-house agency,
CoLab, create content for millennial males that double as
marketing for its retail arm, JackThreads, and ad partners.
Microsoft, in 2014, created Microsoft Stories, which serves
as a publishing outlet for Microsoft’s content.
An evolution of their policy content site, Pressing, GE’s Ideas
Lab publishes and curates content with the aim of
positioning the brand as a leader of innovation.
Over the last few years, Apple has increasingly brought
their creative in-house, giving the brand more control
over their marketing.
Controlling Content Distrubtion 34

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