Targets transforming into audience; technological platforms becoming televisions; brand value transforming into content… It is not news that brands explore new formulas to promote their products, including advertising on TV, on the internet or social networks, as well as new formats such as branded content and virtual reality.
However, brands are beginning to explore a new strategy: the creation of their own audio-visual media. TV channels, applications and online platforms with their own content are the trends in brand communication. This is a new model that opens up new avenues in the relationship between the audio-visual sector, agencies and brands. Zoom Brands 2017 analysed the new strategies and success stories with the participation of companies including Lavinia Next (Ideas & Solution Factory at Lavinia Group), ‘La Caixa’ Foundation and Agència &Rosàs (with the ALMA project), ZOOPA Creative Studio and Nestlé TV.