David Abraham, founder and CEO of Wonderhood Studios, speaks to Omar Oakes about the future of the "big idea" in marketing, his company's approach to ad-funded programming and his view on Channel 4, the broadcaster he used to run for seven years as CEO.

Skip straight to 6:15 for the interview!

Abraham believes we still need the “big idea” and the creative agencies behind them, amid a fragmented media landscape and an increasing feeling that this industry is no longer “fun”.

In his keynote interview at The Future of Brands in April, Abraham talked of advertising that “can reach you at such a deep, emotive level that you’ll remember that core idea that surrounds that brand for the rest of your life”. So a big idea “actually creates memory structures that create brand equity over time”.

Useful links:

• Summary of Abraham's interview (our website)
• The video version of the interview (YouTube)
• Editor’s note: Let’s trust each other to get real about sponsored content (our website)
• The Future of Brands (Adwanted Events)

Email the editor! omar.oakes@uk.adwanted.com

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