One of the jury for Cannes Lions Entertainment Awards, Josh Black, recently gave a subtly riveting view on what he regarded good brand content, and why at present Asia are going down the path of advertising-prone content creation. He highlighted that as a judge, he was exposed to around 1,700 works entered in dozens of the Lions Entertainment categories. The exposure gave him quite an insight to how agencies in Asia approach content building in creative work. Although he acknowledges a couple of great pieces of work from Asia that stood out, he believes that most of the works produced gravitated towards putting advertising as the goal. Josh saw this complication as two big barriers – intent and expectations. Intention Anything you do is the result of your intention. If you intend to produce great work, the result would most likely be great work. Josh asked us to question, are the work we create intends to entertain, to add value, or to drive a cause? To him, many...