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As another manifestation of brands moving into the content game, Innocent drinks, Britain's favorite smoothie maker, has just made a series of short films about fruit.

1. Polish Strawberries



2. Damsons



3. Blackberries



While these might not be the biggest YouTube hits of the Autumn season, they are a fun, affordable way of communicating the company's passion for fruit.

I expect more companies will embrace the idea of creating their own video content in documentary form to tell real stories.

Obviously, these films must be creative and compelling, but at the same time they need to come across as genuine and authentic.


Posted by Ed Cotton Cisco's Dan Sheinman spoke at this week's BPCC conference about the revolution in corporate communication. He suggests PR is "the new advertising" and companies need to embrace the fact they are now media companies.

He showed stats (shown below) highlighting how Cisco's web traffic has swtiched from page views to RSS feeds and blog posts.



Although Cisco and its users represent the cutting edge of technology, there's a broad desire from consumers for richer informaton from companies, material that goes beyond the press release.

Whether all companies can create their own TV networks, like Audi and others have done in the UK, remains to be seen. However, there's certainly the opportunity to move well beyond the static web site and press release.

Ad agencies can either sit on the sidelines and watch in-house teams and PR agencies help make this a reality or bring their creativity to the party and help create compelling media content for their clients.

Via PopPR


Posted by Ed Cotton YouTube explains itself using its own technology.

It's a great example of getting beyond corporatespeak- real people explaining things in a way we can all understand, not hiding behind a product or a press release.



Via Beet.tv