I specialise in digital content strategy, especially branded content and cross-media, which includes storytelling across different media forms, channels and platforms.
I've been CEO of several television channels and published books, magazines, DVDs, websites and mobile apps. My forté is short-form video for web and social media. However, my ideal is to integrate video with other manifestations of the story, such as display advertising, events and merchandise.
Consumer participation is important in my thinking, such as facilitating user generated content, often in structured ways like competitions and voting. My overall approach is that of a journalist and television producer, not that of an advertiser. This means I put the audience's tastes and interests at the centre of my creativity and then leverage the brand story into a suitable form of infotainment.
Below are examples of branded content for corporate and media clients, produced by Leon Hawthorne.