Adweek for Zumobi
December 15, 2014
Some think that the brand-as-publisher trend has reached its peak, when in reality it’s just getting started.
A mere five years ago, Red Bull was an energy drink, not a global media company. Chipotle was hard at work wrapping burritos, not shooting award-winning video shorts. Social media was in its infancy, and branded content consisted of things like trade brochures gathering dust on a shelf.