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Going native: storytelling for profit

Newsworks brought together senior clients, agencies and publishers at an exclusive invite-only breakfast event this week to discuss all things native.

In what was a lively morning, newsbrands' own master storytellers - News UK's Tiffanie Darke, Guardian Labs' Anna Watkins, Telegraph Spark's Matt Cory, Trinity Mirror Solutions' Mark Field and ESI Media's Dan Locke - came together to hear from their agency and brand partners, with a little bit of opera thrown in from compère David Pearl.

Aptly-hosted at Foyles bookshop, discussions centred around how branded content fits in overall strategies, the importance of putting the audience first, building engagement, adding value and earning attention, plus how to develop compelling content partnerships for the future.

Read a detailed write-up of the event  and take a look at some inspiring examples of branded content.

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