InstantForum.NET v4.1.4UTalk Marketing Forumshttp://www.utalkmarketing.com/forum/forums@utalkmarketing.comSun, 12 Oct 2008 20:21:17 GMT20http://www.utalkmarketing.com/forum/Topic667-11-1.aspxLets be clear from the start, AFP is not some miracle cure for all the worlds’ brands, it is just one more channel to connect with consumers. This however does not diminish the importance an AFP can play in terms of providing engaging content.</P><P>AFP moves the brand into entertainment provider as well as story teller; a notion that many brands and even come to that agencies have little experience in. </P><P>In my mind, the ‘Brand as Story Teller’ is the key to unlocking AFP. Story telling is one of the oldest and most powerful ways to deliver messages and as any Commissioning Editor will tell you – What is the Story!</P><P>Storytelling is the art of conveying events in words, images and sound. They have been shared in every culture and in every land as a means of entertainment, education, preservation of culture and to instill knowledge. This means you need to look at plot and characters, as well as the narrative point of view. </P><P>I believe this takes AFP into a much more evolved arena and one that will require specialist personnel to develop, sell in as well as execute.</P><P>This has major implications for brand owner, agency and broadcaster. </P><P>Brand owners need to be educated about how AFP works and how it may not deliver immediate results (some of the biggest shows performed badly season 1). Agencies need to bring in the right people who understand this world and broadcasters need to move away from thinking of AFP as a cheap way to fill the schedule outside of prime time.</P><P>In terms of how widespread is it, it is growing and success stories are getting more common.</P><P>Here at OMD Fuse we have had the biggest AFP to date with Beat: Life on the Street on ITV1 and notable success with Vodafone Big idea on Sky and TBA on Channel 4.</P><P>So, it is time to move away from looking at AFP as a long ad and focus more on compelling story telling.</P><P>Philip Holliday</P><P>Head of OMD Fuse</P><P>Tel: 020 7893 4915Tue, 29 May 2007 10:48:39 GMTPhilHhttp://www.utalkmarketing.com/forum/Topic667-11-1.aspxI'm interested in advertiser funded programming, but I use quite a small media agency who has no experience in it. What is the latest thinking on it, and how widespread is its use?Thu, 24 May 2007 15:45:50 GMTMO