When I began my agency tenure, my sole responsibility was to write branded social media content.
When I told a friend about my position, he jabbed a finger towards a meme on his Facebook timeline.
“So you’re doing stuff like this?” he accused, as if one inexplicably disco-loving cat warrants an indictment of the entire advertising industry.
While the short answer is “No—not stuff like that,” this inane kitten actually represents one of the reasons I’m so thankful to be part of this industry.
At any given moment, we are completely surrounded by branded content—just watch a trailer for The Internship (I counted at least 15 Google mentions/logo placements) or read the byline of that Buzzfeed article you loved so much.
Branded content is everywhere. And yeah—in many cases, not even Owen Wilson’s wow factor can save it from being pretty bad. But it doesn’t have to be so unbearable. That’s where I get to come in.
With so many potential ways for brands to interact with consumers, we’re presented with endless opportunities to create content and experiences that are legitimately engaging. Or funny. Or inspiring. Or distinct.
From me(me) to you.
I can’t speak for the guy running the Funyuns Tumblr. (Side note: Please give the page some traffic so he can feel a little better about his life choices this holiday season.) As for me, I’m thankful as hell to have some small say in regards to the content going out into the world.
I’m thankful to be able to come to work on a Monday and write. Thankful to brainstorm and create for a living. Thankful that I get to think about how people work, how they think, and how they interact with the (branded) world around them.
I get to play with the big puzzle that is integrated marketing—examine the various pieces and rotate them until they fit together in a way that’s exciting and fresh.
And if nothing else, I can make sure there’s one less brand pushing a jaunty, snack-addicted cat meme into your timeline. And that’s something we can all be thankful for.