Whitepaper: The Role of Branded Content in an Evolving Transmedia World from the London School of Marketing

written by: Richard Kastelein

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1coolpic2London School of Marketing (LSM), a leading institution offering accredited marketing and business qualifications in the heart of London, has released its latest whitepaper titled The Role of Branded Content in an Evolving Transmedia World.

“Transmedia was a term made popular by author and scholar Henry Jenkins in 2006. Today, it describes a trend that is quickly transforming the way marketers produce and distribute branded content," stated its author, Marcie MacLellan. “The focus now is on building connections. With transmedia, each medium that your audience interacts with should serve a very specific purpose, while allowing your story to unfold like chapters in a book. And like a good book, more of the narrative of the story is shared over time, allowing for a deeper connection.”

The paper asserts that consumers today are proactively deciding what advertising they will respond to and how. To reach them, businesses need to tell brand stories that target audiences want to hear again and again. Fortunately, a transmedia approach supported by quality content allows brands to tell engaging stories, with more innovative and personalised tools now available to deliver them.


“We have been communicating with email, blogs, white papers, ebooks, social media, webinars and more recently films – but we have been doing it from our perspective,” said Anton Dominique, COO/CFO of London School of Marketing. “What we want to do now is use our marketing efforts to better engage and represent the viewpoint of our different audiences, from international students to experienced professionals pursuing their MBAs. In short, we are new to transmedia but are big believers in what it can do.”

Like Dominique, marketing professionals know that as the world of the consumer changes, so too must their marketing approaches, hence the current hype behind transmedia. This paper introduces the concept of transmedia, discusses its key concepts and principles, and predicts its impact on the marketing industry at large.

To download the free whitepaper, please click here.

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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