Brands more and more are using online video to connect with their customers. Beauty brands make beauty tip shows, food brands make cookery shows. This is good news for video producers, even drama producers, but having brands as commissioners requires us to learn some new ways of thinking.
Return on Investment or ROI is the term used by advertisers to quantify the benefits of an advertising campaign. It's the brand manager's bottom line. But why am I proposing that writers and… Continue