Interviews, insight & analysis on digital media & marketing

The BCMA lockdown branded content showcase: a celebration of the best across the globe

NDA is proud to be partnering with the BCMA (Branded Content Marketing Association) for the launch of its campaign to showcase and celebrate the best branded content produced during lockdown.

We spoke to Rebecca Allen, Global Board Director, BCMA to discover the rationale for its launch.

Across the world, we have collectively been experiencing a huge crisis which has not discriminated. When so many business sectors have suffered as a result of Covid-19, marketing has understandably taken a battering. Budgets have been slashed as uncertainty has reigned.

At the same time, for those who haven’t withdrawn altogether, brand messaging has felt like a tightrope for most, bringing a huge challenge of striking the right tone whilst putting out compelling content. Any brand message that could be seen to be exploiting the current situation has been met with negative consumer sentiment that could cause long term damage to brand equity.

At the same time, many of the traditional ways of creating marketing content, such as TV production, have been severely restricted during lockdown.

Several notable brands have pivoted to practically help – from manufacturing hand sanitiser to donating free or discounted food to health-workers. These initiatives have rightly been applauded. But which brands have gone further in a way that is likely to make a long-term positive impact?

Celebrating best-in-class branded content

There are great examples of brands that have employed creativity, resourcefulness and thoughtfulness during this very challenging time. Content has always been the strongest and most effective way in which to engage people by providing genuine value, and right now this has never been more acute.

Whether it is to provide utility, as above, or to entertain, inform, educate or inspire, we want to highlight the very best branded content that has been produced during the lockdown period, across the globe.

Stand-out campaigns have been nominated from all active BCMA markets, and from Monday 17 August all BCMA members will have the opportunity to vote for their favourites. We will then publish the winners and promote them across local and global channels in September.

Why the BCMA is doing this

We are all united in experiencing this devastating pandemic, and it is so often out of adversity that creativity is borne.  As the BCMA, we have a mission to promote best practice when it comes to branded content. And as a global organization, we have a unique opportunity to bring together the best examples from around the world to recognize talent and inspire other brands and content makers.

Why we are partnering with New Digital Age

As the refreshing new outlet for knowledge and inspiration in the digital media and marketing industry, New Digital Age is the perfect partner to help us showcase the brands and their partners that have made a genuine impact during the last few months. And as wonderful former colleagues, I frankly had no choice but to ask Justin and Andy to get involved.

If you want any more info on any of this, or to get involved with the BCMA, contact