{"id":10412,"date":"2023-03-22T12:28:00","date_gmt":"2023-03-22T01:28:00","guid":{"rendered":"\/?p=10412"},"modified":"2025-05-10T19:15:23","modified_gmt":"2025-05-10T09:15:23","slug":"is-the-future-of-marketing-earned-ep-35-of-red-sky-fuel-for-thought-podcast","status":"publish","type":"post","link":"https:\/\/havasred.com.ua\/en\/is-the-future-of-marketing-earned-ep-35-of-red-sky-fuel-for-thought-podcast\/","title":{"rendered":"Is The Future of Marketing Earned?: Ep. 35 of Red Sky Fuel for Thought Podcast"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"10412\" class=\"elementor elementor-10412\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e55812c e-con-full e-flex e-con e-parent\" data-id=\"5e55812c\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-63f866a4 elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"63f866a4\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1530\" height=\"700\" src=\"\/wp-content\/uploads\/2023\/03\/FI3_Swan_PC_Roman-Kraft-1530x700-1.jpg?wsr\" class=\"attachment-full size-full wp-image-10418\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/03\/FI3_Swan_PC_Roman-Kraft-1530x700-1.jpg 1530w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/03\/FI3_Swan_PC_Roman-Kraft-1530x700-1-300x137.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/03\/FI3_Swan_PC_Roman-Kraft-1530x700-1-1024x468.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2023\/03\/FI3_Swan_PC_Roman-Kraft-1530x700-1-768x351.jpg 768w\" sizes=\"(max-width: 1530px) 100vw, 1530px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-602cca85 e-flex e-con-boxed e-con e-parent\" data-id=\"602cca85\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-15cb3797 elementor-widget elementor-widget-post-info\" data-id=\"15cb3797\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-3fd6f78 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>22 March, 2023<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1f6255d4 elementor-widget elementor-widget-global elementor-global-6058 elementor-widget-heading\" data-id=\"1f6255d4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Is The Future of Marketing Earned?: Ep. 35 of Red Sky Fuel for Thought Podcast<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4344021 e-grid e-con-boxed e-con e-parent\" data-id=\"4344021\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1aaa2119 elementor-widget elementor-widget-text-editor\" data-id=\"1aaa2119\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In this month\u2019s episode, we focus on the sometimes-elusive form of media known as earned. This was the crux of a recent\u00a0<a href=\"https:\/\/www.adweek.com\/brand-marketing\/the-future-of-marketing-is-earned\/\">Adweek article<\/a>, which argues that earned media is the best tool in the marketing playbook due to its ability to appeal to consumers who are wary of ads. (82% of consumers aged 18-24 use some kind of method to avoid seeing ads \u2013 and we\u2019re finding that clients, too, are wary of spending big money on ads.)<\/p><p>We also dug into this topic in our recent\u00a0<a href=\"https:\/\/redhavas.com\/new-white-paper-the-art-of-placing-a-story-in-the-news-you-can-choose-media-environment\/\" target=\"_blank\" rel=\"noreferrer noopener\">News You Can Choose white paper<\/a>, where we explored three major trends shaping the news environment today. These include the sheer volume of content that people now must filter through, consumers\u2019 deepening distrust and apathy toward the news media, and the changing business of news as it becomes more difficult to capture the attention of journalists.<\/p><p>However, only about 11% of U.S. marketing budgets are now allotted toward earned, according to a CMO Study. So, what do we make of this?<\/p><p>To answer all these questions and more, moderator Linda Descano, CFA\u00ae brings in three of our most savvy news pitchers and news makers at Red Havas\u2014 Jodi Einhorn, Neil Johnson, and Bianca-Maria Cavuto \u2013 to discuss all things earned media.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a4e5b39 elementor-widget elementor-widget-html\" data-id=\"a4e5b39\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<iframe style=\"border-radius:12px\" data-src=\"https:\/\/open.spotify.com\/embed\/episode\/3AhW1aIOSNsnAhtlUtMCGN?utm_source=generator\" width=\"100%\" height=\"352\" frameborder=\"0\" allowfullscreen=\"\" allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-14e10753 e-flex e-con-boxed e-con e-parent\" data-id=\"14e10753\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3d5c59 elementor-widget elementor-widget-text-editor\" data-id=\"3d5c59\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>What You\u2019ll Learn in This Episode:<\/strong>\u00a0<\/p><ul><li>The difference between paid, owned, and earned media<\/li><li>Why earned media is more essential than ever before\u00a0<\/li><li>How to capture the attention of journalists in the current \u2018news you can choose\u2019 environment\u00a0<\/li><li>Advice for brand marketers looking to master the art of earned media.<\/li><\/ul><p><strong>PAID, OWNED, AND EARNED: WHAT\u2019S THE DIFFERENCE?<\/strong><\/p><p>To kick off the conversation,\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/neil-johnson-3a064245\/\" target=\"_blank\" rel=\"noreferrer noopener\">Neil Johnson<\/a>, Head of Media &amp; Publicity at Red Havas in London, helps to define owned, paid, and earned media.<\/p><p>\u201cOwned media is content that the brand itself owns, such as a website, logo, or email newsletter, whereas paid is content that a brand pays for but does not own, such as a TV commercial, paid search results, or a sponsored advertorial,\u201d explains Neil. \u201cEarned media is content that a brand neither owns or pays for, such as an organic newspaper article, a user review, or a comment on social media.\u201d<\/p><p><strong>THE GROWING IMPORTANCE OF EARNED MEDIA<\/strong><\/p><p>\u201cAs the merits of \u2018earned\u2019 media imply, we have to go out and convince media to write about a timely topic at hand,\u201d says New York-based\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/jodieinhorn\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jodi Einhorn<\/a>, SVP, Media Relations at Red Havas. \u201cThe pros are that it has tremendous reach and opportunity to influence; the cons are that you have less control over the messaging. So, when you pay for coverage or post owned content, there is a bit more of an opportunity to own the messaging. Each has their own purpose, and one is not more versatile than the other.\u201d\u00a0<\/p><p>\u201cThere\u2019s only so much control you can have with earned media, but there are things you can do to make sure brands are getting a desired outcome.\u201d says\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/biancamariakeeble\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bianca-Maria Cavuoto<\/a>, Associate Director at Red Havas, based in Manchester, U.K. \u201cAgency partners must manage their expectations and establish clear communication and be upfront about what it is they want to get out of a campaign. Life moves fast, media moves fast, and relevancy moves even quicker.\u201d<\/p><p>\u201cWe in earned media are storytellers,\u201d says Neil. \u201cWith ad spending being cut and shrinking across the board, earned is a trusted bet more than ever before.\u201d\u00a0<\/p><p><strong>EARNING THE ATTENTION OF JOURNALISTS<\/strong><\/p><p>Jodi then walks through what it takes to earn the attention of journalists in the current media climate: \u201cBuilding meaningful connections with journalists starts with understanding what topics will grab their attention. It requires you to listen to what is happening around you. Once you\u2019ve done your homework and listened to an established connection to inform your strategy, you can start to build out tidbits of news that will tell a compelling story for your audience.\u201d\u00a0<\/p><p><strong>A SHEEN OF CREDIBILITY<\/strong><\/p><p>Next, Neil explains how earned media comes with a \u2018sheen of credibility\u2019: \u201cAuthenticity and credibility matter more than ever for brands. Unlike paid or owned media, earned goes through a vetting process, needing endorsement and approval by the journalist, content creator, or influencer you\u2019re working with. Ultimately, word of mouth is what we earn through these activations, which is a powerful tool.\u201d<\/p><p><strong>\u201cPARTICIPANTS, NOT TARGETS\u201d<\/strong><\/p><p>Our guests then discuss the notion that we must treat consumers \u2018like participants, not targets.\u2019<\/p><p>\u201cThe consumer is always right,\u201d says Bianca. \u201cWhen a campaign falls flat, you must learn from it and go back to the drawing board to understand why the intended impact wasn\u2019t achieved. Then, you have to take those learnings and reshape your future campaigns and the way that you communicate based on what the consumer wants. There is always a requirement to deliver something that resonates with them.\u201d<\/p><p>\u201cWhen it comes to earned media, media is the channel used to reach the end consumer, as opposed to an owned channel where we\u2019re going directly to the audience\u201d says Jodi. \u201cEarned has the added layer of convincing the media to share something that is of note to the consumer. While the playing field is a bit different, the end goal remains the same.\u201d<\/p><p><strong>KEEPING IT \u201cGLOCAL\u201d<\/strong><\/p><p>Another key element to earned media is making sure a story is relevant on a local level across global markets. Jodi explains, \u201cWe operate on a global platform, and many of our companies are global businesses trying to reach new markets. Tapping into the expertise of relevant regional teams is one of the most critical assets to ensure we can jump on trends and create a narrative that will resonate with local markets around the world and not just here in the US.\u201d<\/p><p><strong>EARNED MEDIA ADVICE FOR BRAND MARKETERS<\/strong><\/p><p>To round out our discussion, each of our guests provides one piece of advice for brand marketers and communicators who are rethinking their marketing mix and want to master the art of earned.<\/p><p>\u201cYour agency partner needs to be well informed and well connected and needs to be coming to you with some key insights and journalists with an understanding of the news agenda,\u201d says Neil. \u201cEvery day is a news day, so every day is a school day.\u201d<\/p><p>\u201cEven though it\u2019s only getting a small portion of budget, earned should be in consideration from the moment you start to plan and develop an idea for a campaign,\u201d says Bianca. \u201cYou have to bring in an agency and your PR specialists to make sure that the campaign is fit for purpose across all the channels, including earned.\u201d<\/p><p>\u201cAs we think about external communications at a global level, mass media in regions across the globe, in markets big and small, play a key role in the interconnectedness of the world,\u201d concludes Jodi. \u201cTo facilitate the cultural exchange of information, brand visibility, and positioning between countries, earned media, international news, and regional publications that capture the nuances of certain regions are critical in not only creating a strategy for brand communications through earned media, but enabling us to tell the story at a local relevant level.\u201d<\/p><p>Give \u201cRed Sky Fuel for Thought\u201d a listen, and subscribe to the show on\u00a0<a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/red-sky-fuel-for-thought\/id1533908731\">iTunes<\/a>,\u00a0<a href=\"https:\/\/open.spotify.com\/show\/2vWGLkUBs64ETBIqBj0aRB\">Spotify<\/a>\u00a0or your favorite podcasting app. Don\u2019t forget to rate and review to help more people find us!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-667cdac5 e-flex e-con-boxed e-con e-parent\" data-id=\"667cdac5\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-44b37ce9 elementor-widget elementor-widget-global elementor-global-7964 elementor-widget-heading\" data-id=\"44b37ce9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">More of our news<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3ee6482a elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-global elementor-global-8023 elementor-widget-loop-grid\" data-id=\"3ee6482a\" data-element_type=\"widget\" data-settings=\"{&quot;template_id&quot;:&quot;8013&quot;,&quot;_skin&quot;:&quot;post&quot;,&quot;columns&quot;:&quot;3&quot;,&quot;columns_tablet&quot;:&quot;2&quot;,&quot;columns_mobile&quot;:&quot;1&quot;,&quot;edit_handle_selector&quot;:&quot;[data-elementor-type=\\&quot;loop-item\\&quot;]&quot;,&quot;row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"loop-grid.post\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div 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href=\"https:\/\/havasred.com.ua\/en\/pr-marathon-2025-award\/\">HAVAS Red \u043e\u0442\u0440\u0438\u043c\u0430\u043b\u0430 \u043d\u0430\u0433\u043e\u0440\u043e\u0434\u0443 MMR \u0437\u0430 \u043a\u0435\u0439\u0441 adidas \u00d7 MONATIK<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div data-elementor-type=\"loop-item\" data-elementor-id=\"8013\" class=\"elementor elementor-8013 e-loop-item e-loop-item-12913 post-12913 post type-post status-publish format-standard has-post-thumbnail hentry category-news\" data-elementor-post-type=\"elementor_library\" data-custom-edit-handle=\"1\">\n\t\t\t<div class=\"elementor-element elementor-element-d9bf594 e-flex e-con-boxed e-con e-parent\" data-id=\"d9bf594\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-67808f5 e-con-full e-flex e-con e-child\" data-id=\"67808f5\" 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srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2025\/06\/1dd73cdb-b953-42d9-90a1-cec74817f2d3-1536x678.jpg 1536w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2025\/06\/1dd73cdb-b953-42d9-90a1-cec74817f2d3-300x132.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2025\/06\/1dd73cdb-b953-42d9-90a1-cec74817f2d3-1024x452.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2025\/06\/1dd73cdb-b953-42d9-90a1-cec74817f2d3-768x339.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2025\/06\/1dd73cdb-b953-42d9-90a1-cec74817f2d3-2048x903.jpg 2048w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2025\/06\/1dd73cdb-b953-42d9-90a1-cec74817f2d3-18x8.jpg 18w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/><\/noscript>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-16fb0c0 elementor-widget elementor-widget-heading\" data-id=\"16fb0c0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/havasred.com.ua\/en\/2025-kiaf-one-jersey-one-country\/\">Ukrainian Creative Awards 2025: \u00ab\u041e\u0434\u043d\u0430 \u0444\u0443\u0442\u0431\u043e\u043b\u043a\u0430. \u041e\u0434\u043d\u0430 \u043a\u0440\u0430\u0457\u043d\u0430\u00bb \u0437\u0434\u043e\u0431\u0443\u0432\u0430\u0454 \u0437\u043e\u043b\u043e\u0442\u043e KIAF<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2a321690 e-flex e-con-boxed e-con e-parent\" data-id=\"2a321690\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-18d037ee e-con-full e-flex e-con e-child\" data-id=\"18d037ee\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-62760bda elementor-widget elementor-widget-global elementor-global-6185 elementor-widget-text-editor\" data-id=\"62760bda\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-sheets-root=\"1\">Expertise, flexibility, customer focus \u2014 that's us.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b94bf8e elementor-widget__width-auto black hvr-underline-from-center hvr-icon-forward elementor-widget elementor-widget-button\" data-id=\"2b94bf8e\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link 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sometimes-elusive form of media known as earned. This was the crux of a recent\u00a0Adweek article, which argues that earned media is the best tool in the marketing playbook due to its ability to appeal to consumers who are wary of ads. (82% of consumers aged 18-24 use [&hellip;]<\/p>","protected":false},"author":2,"featured_media":10418,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is The Future of Marketing Earned?: Ep. 35 of Red Sky Fuel for Thought Podcast - HAVAS Red | PR, Social Media, Experiential, Content<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/havasred.com.ua\/en\/is-the-future-of-marketing-earned-ep-35-of-red-sky-fuel-for-thought-podcast\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is The Future of Marketing Earned?: Ep. 35 of Red Sky Fuel for Thought Podcast - HAVAS Red | PR, Social Media, Experiential, Content\" \/>\n<meta property=\"og:description\" content=\"In this month\u2019s episode, we focus on the sometimes-elusive form of media known as earned. This was the crux of a recent\u00a0Adweek article, which argues that earned media is the best tool in the marketing playbook due to its ability to appeal to consumers who are wary of ads. 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