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  • Will brands really pay to be ridiculed?
  • Will brands really pay to be ridiculed?
    jev55, Creative Commons (2010) ©
CASE STUDY

The Onion Labs: getting paid by brands to ridicule them

It may have once satirised branded content – “oh, awesome, a sponsored post by a snack food company on my favorite media website” – but with the creation of an in-house advertising agency, The Onion will now cater to marketers with native videos and articles. Why would any brand pay to be ridiculed?