peter burns' presentation from the future of branded content, by fire circus

Modern StorytellingModern StorytellingBranded Content @ Waitrose

The Waitrose Content Portfolio

Weekend Kitchen Recipes Waitrose TVWeekend Kitchen Recipes Waitrose TV

Entertaining Drinks Social Digital

Our 4 Key PrinciplesOur 4 Key PrinciplesFor Creating Great Content

Don’t Create Content for Contents Sake

The 70:20:10 Rule

Ideas Before Channels

Don’t Leave Any Dead Ends

Don’t Create Content for Contents Sake

The 70:20:10 Rule

Brilliant Basics

Do what works

Innovate

Niche campaigns

at a mass scale

Experiment

New ideas, prepared

to fail

Ideas Before Channels

Don’t Leave Any Dead Ends

When I first started you would pitch a story because without a good story, you didn't really have a film. Later, once sequels started to take off, you pitched a character because a good character could support multiple stories. And now, you pitch a world because a world can support multiple characters and multiple stories across multiple media

“”Unnamed Hollywood screenwriter, quoted by Henry Jenkins

Don’t Leave Any Dead Ends

Stories for StorytellingStories for StorytellingOur Current Approach

Offline channels

peter_burns@waitrose.co.uk