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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 .
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.
Creators and Guests
Host
Guest
Amaury Treguer
With over 20 years of combined marketing and communications experience on both agency and client sides, Amaury has proven through-the-line experience including TV, print, social media, and digital media. After launching Sixtine, a creative studio specialising in content production, in Paris, Amaury is now focusing his efforts on creating and implementing social and digital strategies for clients in a wide range of industries, such as entertainment, retail, automotive, tech, FMCG, skincare, travel, financial services, government, healthcare, and non-for-profits. Over the past 15 years working in the digital space, Amaury has had a chance to work with clients such as Netflix, Universal Pictures, BIG W, Toyota, Jaguar, Kia, Sony, Nikon, Zambrero, P&G, NIVEA, Johnson & Johnson, SunRice, Electrolux, Clorox, Goodman Fielder, Accor Hotels, Western Union, TAL Group, Department of Foreign Affairs, Connect Hearing, Novartis, Aspen, and National Breast Cancer Foundation. In his ‘dawn-time’, he takes photos for his blog ‘Morning Bondi‘.
Guest
Kate O’Connor
A former lawyer with 15 years experience in television and media, Kate has spent the past six years running the kids television unicorn, Bluey, as the Director of Brands and Commercial. She has been the decision maker on all Bluey commercial and brand activities- delivering unprecedented and transformative growth while maintaining a steadfast commitment to creating an evergreen, global brand that Australians can be proud of. She is the winner of a CEW Scholarship, many awards for her brand collaborations on things like Hammerbarn and Bluey’s World, and Highly Commended for B+T Marketing Woman of the Year.
Guest
Keshnee Kemp
Keshnee Kemp is a seasoned Australian media and content strategist with over a decade of experience in editorial leadership, digital innovation, and brand storytelling. She is the founder of August One, a consultancy specialising in employee-generated content (EGC) and data-driven social media strategies. Prior to this, she served as Head of Content at Woolworths Group, where she pioneered the company’s first people-led social strategy and launched its EGC program, empowering team members to authentically represent the brand online. Kemp’s media career includes roles such as Editor of Cosmopolitan and WHO magazines, where she revitalised content to resonate with modern audiences. As Head of Video at Pacific Magazines, she established successful digital video units that significantly boosted engagement and revenue. She also held senior editorial positions at Bauer Media and Nine, overseeing editorial, digital strategy, and live production. With a Bachelor of Journalism from Griffith University, Kemp is recognised for her innovative approach to content creation and her ability to adapt to evolving media landscapes. Her work continues to influence how brands connect with audiences through authentic and engaging content.
What is Hard Refresh?
Discover what’s in store for us in the next 25 years of digital marketing and how the first 25 years of this century shaped our industry (and the world), in Hard Refresh.
This limited 10-episode series from Australia’s best marketing conference, State of Social, looks ahead at what trends, technologies, cultural shifts, and maybe even controversies, will define digital marketing over the next 25 years. Andrés López-Varela (a.k.a. ALV), one of Australia's most experienced marketing educators, is joined by a cast of industry leaders picked from the ranks of this year's State of Social speakers to unearth what's next for digital marketing.
Join them as they press F5 to discover a refreshed perspective on everything from the next evolution in social media to the role of marketing in culture, from the future of digital audio to the changing role of online video, from the era-defining impacts of AI and automation to the brave new world for marketing agencies, and much more.
Hard Refresh is recorded and produced on the traditional lands of the Whadjuk Noongar people, the Awabakal people and the Gadigal People of the Eora Nation.