For Dulcie Cowling Its Time to Bridge the Gap Between Longer Form Content and Advertising

Dulcie Cowling is the co-founder of Studio Yes, where she leads all creative output. She brings directness, humour and strategic thinking to all client work, and is a positive industry voice for different ways of approaching creativity.

Dulcie has won awards including D&AD pencils, Cannes Lions (Gold), Lovies, Kinsale Sharks and more and regularly appears in industry press.

Her career spans branding, production and creative and over more than 15 years in the industry. She has worked for the likes of Universal Music, Samsung, Bacardi, Lloyds, the BBC, Wild deodorant and more.

She’s also co-creator of YouTube channel, ‘Yes It’s Funny’ – home to multiple viral sketches which have amassed millions of global views, and still co-writes the content for the channel.

Dulcie sat down with LBB to discuss how her latest work for Argos and InStyle magazine has convinced her that more brands need to break into the world of “vertical drama”

LBB> In one sentence, what’s the issue on your mind right now?

Dulcie> Vertical drama – it feels like a no brainer for brands to get in on the action. They’re short, funny, clever – people love them.

Advertisers are used to making short, fun content (ads!) and this is a chance to experiment. We have seen vertical drama – and comedy – drive exactly the sort of engaged customer base that everyone is searching for.

We’ve just made a vertical comedy series for Argos with influencer agency Billion Dollar Boy and it drove a 228% increase in engagement on the retailer’s social media channels since launching in June.

Vertical drama bridges the gap between longer-form content and advertising. And it’s a really good time to get involved, because there are so many great and talented people available to work out there due to downturns elsewhere in the TV, content and advertising industries.

You can get some of the best people in the world working on making something new and interesting for your brand – it’s a perfect time to experiment, craft ideas, and provide something new to your audience.

As well as Argos, InStyle magazine has launched a very funny Instagram comedy/mockumentary called ‘The Intern’ which is worth a watch – another very well done example.

LBB> Why does it matter to you?

Dulcie> It’s not as much about why it matters to me – but why it matters to brands. Soap operas started like this – fun and engaging content, funded by brands. But right now, they achieve things that brands are desperate for: bringing a returning audience directly back to your platforms, amplifying spend elsewhere and reaching different audiences through the talent you involve.

LBB> Why does it matter enough to the wider industry?

Dulcie> Brands are struggling to cut through. People are fatigued by doomscrolling and want something better and more interesting. We know that while people love short form content, they are also willing to engage with longer things like podcasts. So it taps into a lot of trends and brings ideas together.

LBB> Why does it remain an issue?

Dulcie> We’ve been going for 12 years, we’ve made a lot of socially native content, including for our own channels (we have a YouTube channel called ‘Yes It’s Funny’) and this definitely feels like something fresh, interesting and relevant enough for brands to consider.

LBB> What should we be doing about it?

Dulcie> Brands have a big opportunity to test, get involved, have some fun. The results for Argos delivered just what every brand would want. Buzz, goodwill, a returning audience and a way of showcasing products in a natural way. Why wouldn’t you do it?

LBB> And what are the first steps?

Dulcie> Have a look at what others are doing, speak to some experts, test it, figure out how it could work for your brand. If you’re attempting to use humour work with people who specialise in comedy.

LBB> Are there any people or businesses leading the way?

Dulcie> InStyle - and Argos, of course!

LBB> Any parting thoughts?

Dulcie> These dramas, comedies, mockumentaries do a lot of things that brands talk about being important: trying new formats, tapping into new audiences and making content that is truly unmissable. You’ve never had a better opportunity to work with some of the most amazing talent out there to create something that people actually love and want to watch.