Nội dung
- M+C Saatchi NA launches an entertainment arm: branded content is no longer a “side project”
- Rockstar Energy: tapping the brand’s “dormant value” to win market share
- Spending on measurement still hasn’t made ad decisions easier
- Brand chatbots are being outpaced by third-party AI tools
- What this means for the Vietnamese market
- References
Content marketing is entering a new competitive phase: brands must not only create strong content, but also turn it into brand assets, measure its impact, and use AI to improve customer experience. Four new stories from Marketing Dive show global marketers shifting toward a “content as a product” model that Vietnamese businesses can hardly ignore.
- Key points:
- M+C Saatchi North America has launched an entertainment arm to meet rising demand for branded content.
- Rockstar Energy is emphasizing the hidden value of its brand to gain more market share.
- A new report shows that investing in measurement does not make advertising decisions any easier.
- In customer service, third-party AI tools are outperforming brand-built chatbots.
M+C Saatchi NA launches an entertainment arm: branded content is no longer a “side project”
According to Marketing Dive, M+C Saatchi North America has launched a new entertainment arm amid the rapid growth of branded content. The move shows that agencies are no longer limited to traditional media or creative services; they are expanding into deeper forms of storytelling that connect brands with entertainment content and cultural experiences.
For marketers, this is a clear sign that branded content has moved from an experimental trend to a core capability. As users increasingly avoid direct advertising, brands must appear in the form of content with viewing value, shareability, and emotional value. This is especially important for categories that need to build long-term awareness rather than just drive short-term conversions. Source: Marketing Dive.
Rockstar Energy: tapping the brand’s “dormant value” to win market share
The second Marketing Dive story centers on comments from Rockstar Energy’s CMO about turning latent brand value into market share growth. While the source does not frame it as a specific campaign in the public summary, the main message is clear: a brand that wants to grow does not necessarily need to start with a complete reinvention. It can instead reactivate existing assets such as recognition, brand personality, user community, or its position in customers’ minds.
From a content marketing perspective, this is a reminder that content is not just there to “fill the calendar.” It must also highlight why the brand exists, what makes it different, and why users should care. When a brand tells its story consistently, content can become a lever for expanding market share, not just boosting engagement. Source: Marketing Dive.
Spending on measurement still hasn’t made ad decisions easier
According to a report cited by Marketing Dive, even though companies have invested more in measurement, advertising decisions still have not become simpler. This is a notable reality for marketing teams under pressure to prove effectiveness: having data does not necessarily mean having clear answers, especially when the data comes from multiple platforms, multiple attribution models, and different measurement standards.
For content marketing, the implication is that teams cannot rely on a few surface-level metrics such as views or engagement to conclude that content has succeeded. Content must be connected to specific business goals: building awareness, generating demand, nurturing consideration, or supporting conversion. The lesson here is not to measure as much as possible, but to measure what is needed to make decisions. Source: Marketing Dive.
Brand chatbots are being outpaced by third-party AI tools
The fourth story shows that in customer service, third-party generative AI tools are performing better than chatbots developed by brands themselves. This reflects how quickly user expectations have changed: they want answers that feel natural, useful, and less scripted. If a brand’s chatbot is not flexible enough, users will turn to other tools to get the job done faster.
This is an important point for content marketing strategy, because content no longer stops at articles or videos. It also extends to how brands support users after they search for information. Good content must lead to a good experience. If customer support or a virtual assistant responds poorly, the entire effort to build trust through content can be undermined. Source: Marketing Dive.
What this means for the Vietnamese market
For Vietnamese marketers, these four stories point in the same direction: content marketing is converging creativity, data, and technology. Businesses should not treat content only as a traffic-driving tool, but as part of a brand ecosystem where branded content, measurement, and AI serve one shared growth goal.
In an increasingly crowded content landscape, Vietnamese brands can learn from global trends in three ways. First, invest in content with stronger entertainment value or deeper storytelling to improve memorability. Second, clearly define which content serves awareness, consideration, or conversion to avoid subjective measurement. Third, if you deploy chatbots or AI for customer support, prioritize practical usefulness and response quality rather than chasing AI for the sake of having AI.
In other words, content marketing this year is not just about what to write. It is about building a system that helps the brand show up at the right time, in the right way, and for the right user need.
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References
- M+C Saatchi NA launches entertainment arm as branded content booms
- Rockstar Energy’s CMO on turning latent brand value into market share
- Measurement investments haven’t simplified advertising decisions: report
- In customer service, third-party gen AI tools are beating brand chatbots
