“The supremacy of interruption-based advertising is over. But to prove this point we need more outstanding examples of engagement-based branded content campaigns that bring the best of pull and push marketing communications together. I’m very much looking forward to seeing this kind of work when judging the submissions for The Drum Content Awards.”
Bjoern is a senior lecturer in marketing and co-lead of the Brand Strategy Research Group. His research focuses on the understanding and strategic management of brands and branded content. He was the principal investigator of the ‘Defining Branded Content for the Digital Age’ study conducted in collaboration with Ipsos MORI and the Branded Content Marketing Association.
As part of his teaching, executive training, and research, Bjoern has collaborated with organisations such as Red Bull, Harley-Davidson, Rolls-Royce, Facebook, Amazon, Lego, and Vodafone. Prior to joining Oxford Brookes University, he worked as a senior strategic planner for Saatchi & Saatchi and as head of strategy for brand management consultancy Figtree. During his time in the marketing industry, he advised many organisations, including Procter & Gamble, Disney, and Samsung. He also commentated on brand management issues for the BBC.