Magazine article ADWEEK

Eric Levin: Spark's Branded Content Guru Discusses How Modern Capabilities at Media Agencies Will Pave the Way to True Creative Success

Magazine article ADWEEK

Eric Levin: Spark's Branded Content Guru Discusses How Modern Capabilities at Media Agencies Will Pave the Way to True Creative Success

Article excerpt

What is your mission at Spark? To make content the center of everything we do. The reason that I moved over to this space to begin with was the amazing things happening within media, and especially at Spark, with the integration of data and research, along with investment and strategy, which allow us to mine for tremendous opportunities in the creative content space.

Is big content really a thing? Yes, I believe that's exactly where we're headed. I think everything will converge, and a big part of what we're doing here as an agency is future-proofing ourselves for when technology becomes invisible and content is the driving differentiator. The global deal we did with Oreo and Transformers last summer in over 45 countries--the first-ever global deal for Mondelez and one of the largest for SMG--touched on everything we're trying to do, from the data piece to the content piece, mobile, social, in-store--driving from a big idea to bring something to life in big way.

How do you define success? The question is, "How do we tie content to relevant results?" Does that mean sales? How do we tie more closely to retail? We want to be building those results against what we're saying will work and prove they actually do work in this new model.

What's the most important hire for 2015? As we look to diversify our talent base, it's going to be someone who comes from an unexpected background. I think brand content has and will benefit from finding people with an entirely new perspective on storytelling. …

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