Pitch Perfect: Insights from Bonnier News on Branded Content (E3)

Per Karlsson, Senior Pitch Director at Bonnier News, shares his perspective on the art of pitching branded content, exploring how to balance commercial ambitions with authentic storytelling while meeting evolving client expectations. Drawing on his extensive experience, he presents a detailed case study of the successful Go Live a Little campaign for Apollo, outlining the strategies that drove its strong performance and the key lessons learned along the way.keywordsbranded content, pitching, advertising, media, Apollo campaign, content strategy, AI in media, client relationships, industry trends, content marketingChapters00:00 The Art of Pitching Branded Content02:18 Understanding the Role of a Pitch Director03:52 Defining Branded Content: Clarity and Confusion07:31 A Personal Anecdote: Lessons from a High-Stakes Pitch10:40 AI in Branded Content: A Tool for Authenticity12:12 Case Study: The Apollo Campaign27:46 Measuring Success: KPIs and Outcomes35:19 Lessons Learned: Challenging Client Expectations37:12 Trends in Branded Content: Shifts in Client ExpectationsAppendix:Hemkop Tiktok: https://www.tiktok.com/@hemkop_sverige

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