With millions using AdBlock and just 24% of users scrolling down on native ads, brands can struggle to reach online consumers. Yet 90% of EasyJet’s six million monthly passengers read its in-flight magazine Traveller. We speak to Ink Global’s Jonny Clark to discover what makes engaging branded content.

A new generation of creatives are putting the fun back into small-scale, DIY publishing – and the mainstream has taken notice. Once the preserve of niche subcultures, zines are now being used by superstar musicians and major fashion houses alike. But what makes them so engaging for readers?

In late 2015, The Message knocked podcast royalty This American Life off the top of the iTunes charts. The eight-part series – from GE – attracted over a million listeners, becoming the most successful branded podcast to date. But why were people tuning into what’s essentially a long-form ad?

In the hunt for clicks, likes, shares and tweets, few brands have achieved the unique success of Red Bull, the energy drink that's fast becoming a global media powerhouse by creating content so compelling it’s impossible to avoid.