Branded content has long since blurred the line between marketing and media — but where is it heading next? In this episode of Hard Refresh, host Andrés López-Varela is joined by Amaury Treguer (Bread Agency), Kate O’Connor (Consultant, formerly BBC Studios/Bluey), and Keshnee Kemp (Founder, August One; former Head of Content, Woolworths) to debate whether audiences really care who’s behind the stories they consume. 

Together they tackle whether branded content undermines journalism, the rise of brands as entertainment platforms, and if subscription models could transform content from marketing into a business in its own right .

In this episode:

• Do audiences care who’s behind the content?
  The panel explores whether people still differentiate between editorial and branded, or if good content is simply good content, regardless of the logo in the end frame.
• Blurring lines between advertorial and editorial
  From recipes to expert guides, the guests discuss how brands can deliver credible, value-adding material without sliding into salesy advertorials that audiences immediately reject.
• The cultural gap left by shrinking media
  As traditional publishers struggle, brands are stepping into the void; are they offering a public service, or just chasing commercial opportunities? 
• The subscription frontier
  Could brands build paid content models like media companies and Substack writers, delivering exclusive experiences that audiences are willing to pay for? The conversation dives into what makes a true value exchange.
• Trust, crisis, and the long game
  From KFC’s infamous “FCK” bucket apology to CEOs fronting up directly on social, the panel examines whether branded content can rebuild trust when things go wrong — and why authenticity has to be more than a campaign.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.