On 29 April, industry leaders gathered at The Peninsula London for the latest BSME event, The Devil Wears Branded Content, an insightful discussion exploring the evolving role of branded content and the increasingly blurred line between publisher, platform and brand. 

Hosted by National Geographic Traveller (UK)’s editorial director and COO, Maria Pieri, the panel brought together experts from across publishing, content and tourism to discuss how editorial and commercial teams are adapting to a rapidly changing media landscape. 

Speakers included: 

• Rachael Ashley, group content director at Cedar  

• Andy Calton, director of brands and content at Bauer Media  

• Alex Herrmann, director UK & Ireland, head Western Europe at Switzerland Tourism  

A key takeaway from the discussion was how dramatically perceptions of branded content have shifted in recent years. Branded content is increasingly recognised as some of the most creative, commercially valuable and audience-focused work being produced across the industry today. 

The panel explored how editors are now balancing far more than storytelling alone. Editorial teams are increasingly involved in shaping partnerships, maintaining audience trust, navigating commercial realities and ensuring quality content continues to stand out in an increasingly crowded digital environment. 

Several themes emerged throughout the conversation, including the importance of creating branded content that genuinely engages audiences rather than interrupting them. Speakers also highlighted the value of involving editorial teams early in the creative process, helping partnerships feel more authentic and aligned with audience expectations. 

Audience trust remained central to the discussion, particularly as publishers and brands continue to experiment with digital-first formats and new content models. While the opportunities in digital are significant, the panel agreed that success depends on delivering original, targeted and well-executed ideas that provide clear value to audiences. 

The discussion also touched on how commercial partnerships can unlock ambitious editorial opportunities that may not otherwise be possible, allowing publishers and brands to collaborate on richer storytelling and more innovative campaigns. 

Perhaps the clearest message was that the future belongs to teams capable of thinking both creatively and commercially, bringing together editorial expertise, audience understanding and strategic partnership thinking. 

See more about BSME’s The Devil Wears Branded Content here. 

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About APL Media   
APL Media is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.    

APL Media delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It is also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers.   

aplmedia.co.uk