Brands will become the media via curated newsrooms
Edelman Digital thinks that the future of brand marketing is for them to become the media. That's not a new thought, but Edelman further details predicts that this will happen as brands curate content from various channels to form what they call the "social-creative newsroom". They don't mention the word "curation" here but that's clearly what they are hinting at:
It’s all going to come down to this: content, quality, frequency and relevancy. If companies are to become media, they must master the art and science of merging marketing with a real-time news cycle. The content a company produces must be compelling and built for an audience with an itchy “like” finger.