Few fields in marketing pose more complex challenges than branded content, a term whose definition and intricacies expand with each passing year.

Unlike ads, branded content is consumed voluntarily—meaning it needs to be enticing enough to look at and compelling enough to stick with.

As part of this year’s Creative 100, Adweek is honoring 11 branded content innovators who show the wide range of possibilities when it comes to content that’s creative and entertaining while still strategic at its core.

When most people think of IBM, content probably isn’t the first thing that springs to mind.

“Thanks to improv, I’ve tried to bring fun to work, and that fun brings out the creativity,” he said.

In partnership with Vox Creative, IBM Originals launched the Cod3rs campaign to elevate another one million female coders by 2020.

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