CANNES, France — Advertising is no longer the only game in town for brands who want to reach audiences, says a media planning agency exec.

“The reason content is now so topical is, brands are increasingly looking for much more ROI,” MediaCom’s global MBA head James Morris tells Beet.TV.

“Content elevates itself over and above advertising. Advertising is still an important part of the mix – but it’s not the answer to every communications challenge.”

Morris helps devise content-led strategies including viral videos, blogger outreach and search engine optimisation for MediaCom clients.

He spoke with Beet.TV during the Cannes Lions International Festival of Creativity. Please find more coverage of the festival here.