The Onion's CCO on the Growth of Content Marketing

Rick Hammond, Chief Creative Officer of the Onion, discusses the evolution of advertising, emphasizing the shift from traditional interruption advertising to engaging content marketing. He highlights the importance of understanding audience behavior, the rise of native advertising, and the need for authentic brand integration. Hammond shares a successful case study with Ford and Clickhole, offering insights for advertisers and agencies on creating effective content strategies and building client trust.

How does Rick Hammond suggest advertisers can create authentic content?

What example does Rick Hammond provide to illustrate successful content marketing?

What key insights does Rick Hammond offer to potential advertisers?

What advice does Rick Hammond give to agency partners supporting clients in native content?