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Branded Content

Eleanor Thornton-Firkin and Liam Fox-Flynn, Ipsos Connect, Ipsos MORI, 2016

Content is the touchpoint du jour for more and more marketers – around 85 % of marketing professionals in the UK now use content marketing with around two thirds planning to increase spending this year. There is however, still some confusion surrounding the nebulous definition of content and where it fits in to a media mix.

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