Success and Scandal: The History Of Branded Journalism

You can ask Ebele Wybenga everything on topics ranging from nude photography to what is in vogue in Japan. If you would walk him by (think trenchcoat and corduroys), you might mistake him for a journalist. Well actually, you would be right. And wrong. Ebele contributes to the weekend edition of newspaper NRC Handelsblad and is a columnist for Adformatie, but he also co-founder of Hearhear: “a new type of media company connecting confident brands and critical minds“. In other words Ebele is in the industry of branded journalism.

About the speaker

As brands embrace quality journalism, craving attention and credibility, can we still trust our media? Today, advertisers are facing an attention crisis while independent media are shrinking. These trends force journalism and advertising to blend. Expert on this subject is Ebele Wybenga. We invited him to talk about the ethics of journalism.

Ebele Wybenga writes about contemporary culture, media and advertising. He contributes to the weekend edition of newspaper NRC Handelsblad and is a columnist for Adformatie, the journal of the Dutch advertising and media industry.

In his book The Editorial Age, Ebele writes about the importance of independent thinking, editorial talent, and an original voice to survive in tomorrow’s media industry. It clarifies expressions like branded content, customer media, content marketing, branded journalism and native advertising.

Ebele is co-founder of Hearhear, a new type of media company connecting confident brands and critical minds. He will tell us all about branded journalism and the start of his new company together with creative-agency Dawn.

(photo by Eran Oppenheimer)

Favorite quotes from this talk

No quotes yet. Sign in to tag a quote!

*Crickets* Sign in to add a comment.