Are we really entering a golden age of branded content? And if so, what does that actually mean?

TCO Managing Director Simon Baker joined The Drum Podcast to unpack the growing promise of a branded entertainment revolution and ask whether brands are ready for it.

The conversation comes at a time of beige marketing and algorithmic slop, during what YouGov has called the worst decade in a century for music, film, fashion and TV. Against this backdrop, simply creating more content isn’t enough. The bigger question is how brands can contribute something meaningful to culture.

As explored in our latest trends report, The Great Unrotting, people aren’t necessarily looking to disconnect or detox. Instead, we’re seeing a growing desire from people to engage more intentionally with the culture they consume and the communities around it.

Successful branded content isn’t built by chasing algorithms. It comes from living networks, editorial insight and community-centred culture. So, is the golden age here? Listen to the conversation with The Drum to hear what it could look like, and who it might actually be good for.

You can find the full podcast here.