General Mills’ Arjoon Bose on the merits of TikTok and influencers in content marketing – The Drum

General Mills’ Arjoon Bose on the merits of TikTok and influencers in content marketing – The Drum

Arjoon Bose, head of culture and brand experience, Europe-Australasia, General Mills and chair of The Drum Awards for Content, discusses the latest developments and trends around content marketing.

The Drum: Hi Arjoon – how have things been there?

Arjoon Bose: We’ve had extraordinary times which have called for extraordinary measures, but here at General Mills, we’ve not stood still. We’ve ensured that brand-building and bold agile marketing has been at the fore of what we’ve been doing. We’ve been up to a lot of lot of exciting, fun things here that has put brand-building at the top of the agenda, of which content has been a key pillar. So, it’s been a gruelling and a tough last few months but very stimulating and engaging at the same time.

The Drum: What would be your top tips for how content can be used by brands to stand out from the crowd?

AB: Sure. To start, we know for a fact right we’re living in a world with a very fragmented media landscape where ads are getting blocked, I read that 47% of internet users are using an ad blocker. I think it was the American Association of advertising agencies who said 93% of consumers don’t trust ads. So creating content and connecting is an everlasting challenge, right? For us marketers, there’s been that shift from 360 campaigns to 365 days a year of content. What’s happened is, especially during the pandemic, it’s changed the characters in front of the screen. It
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