Branded content is absolutely everywhere… but why? What format works best, at each stage of a customer’s journey? How transparent should you be? And how much branding is simply too much? Dr Alex Connock, Associate Fellow at Said Business School and founder of Missile Digital, talks to the Future Proof podcast about his research and industry experience, sharing insights for marketers exploring the brave new world of branded content. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar.