Meet your new co-producers

Brands are becoming content producers both on air and online – from series to games and apps – so are some ...

Brands are becoming content producers both on air and online – from series to games and apps – so are some ad agencies. Networks don’t mind the odd fully-funded and uber-promoted show to help fill the sked. And producers are looking for new revenue sources and ways to monetize transmedia. Seems like a perfect matchmaking scenario.

But there are roadblocks. How can the right partners find each other – especially if a network is not involved? Can the deal be structured to leave the equity door open via formats or spin-offs? This session looks at how producers can best capitalize on this burgeoning opportunity. Ad and media agency execs join producers and network brass to share their learning on who to approach, how to get the best results in the branded content space, and what’s coming next in this arena.

Speakers: Moderator:
Tony Chapman
Partner & CEO
Capital C

Bruce Neve

Starcom Mediavest

Jon Taylor
Sr. Director of Content
Bell Media Digital
Bell Media

Mark Bishop
Executive Producer & Partner

Capital C partner & CEO Tony Chapman was a judge on the recent hit show Recipes to Riches, and parlayed the experience into a new development partnership between Capital C, MDC Partners and Recipes producer Temple Street. The new partnership has already sold Recipes international format and licensing rights to FremantleMedia in the U.S. Chapman has also done branded content programs for clients ranging from Nissan, Scotiabank, Dove and Pepsico.

Bruce Neve, CEO of Starcom Mediavest Group, who works with companies like Paramount Motion Pictures, Molson and Kraft Canada will share tips on working with brands. Starcom’s own integrated content coups include TD’s Up Close and Comfortable series, which orchestrated behind-the-scenes chats with writers and directors from major network shows like Lost, American Idol and Dancing with the Stars.

Jon Taylor, Senior Director of Content for Bell Media Digital, is responsible for the acquisition, creation and publishing of video content on digital platforms. Bell Media Digital has partnered with both Ford of Canada on an online series called Intersections, and with Audi when it ran the online series The Confession. These branded partnerships are something Taylor says Bell Media is looking to do more of.

Mark Bishop, partner and co-founder of marblemedia, has an affinity for transmedia and his Toronto prodco has its own branded content division to help monetize these efforts as well as series deals. For instance, marblemedia’s Splatalot integrates Danone’s tween targeted product Coolision throughout each broadcast.