At this point, many brands will have heard enough about the “branded content” craze that they might seek out a “native” campaign. But decisions about which campaign tactics are used are best left to agencies, says one agency division exec.

“Clients want to tell brand stories – they’re more open to us helping them figure out what are the best ways to do that – branded video might be one way to do that,” says the chief strategy officer of IPG’s Initiative, Sarah Power.

“The best examples are when a client completely knows who their consumer is, why something is relevant to them and have a very clear sense of who their brand is.”

She was a panelist at the recent Beet.TV summit on branded content, interviewed by Furious Minds CEO Ashley J. Swartz. You can find additional videos from the event here.