Some might question his decision to abandon Amplified after only nine months. After all, content is a buzzword, constantly on the lips of clients and agency-folk alike.
However, the inevitable pressures of working with Desmond apart, his decision is not entirely surprising. Like teenage boys and sex, there's an awful lot of talk about branded content but not much evidence of it, especially in the UK.
Meet any branded content operative and they will be able to impress you with a long list of blue-chip companies with which they are working. They are not fibbing; client companies are keen to investigate the medium, but unsure about committing any budget to it. LA is awash with branded content projects, but few of them will see the light of day.
For branded content to take off, its apologists will have to create a means of proving its effectiveness.
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