A half-day workshop to encourage TV and digital media producers and commercial managers to develop the new skills and business knowledge necessary to create and execute ad-funded productions.
- The difference between branded content/AFP and sponsorship
- Overview of the market, key advertisers, and the role of media agencies
- Why brands invest in TV series, and what they expect in return
- What are the issues that must be addressed at the start of process?
- Analysis of three different approaches, and their pros & cons
- Five top tips for best practice
- Cross-platform exploitation needs for advertisers using the content
- Three case studies
- Product Placement: working within the new regulations
- How Product Placement deals are likely to work
The session will use presentations, clips and case studies, as well as interactive Q&As on delegates’ own experiences.
This introductory workshop for TV and digital media content makers will benefit those requiring an overview of the advertising market and of pitching advertiser funded programmes directly to brands and their agencies. Workshop leaders
Claire Heys has worked in ad-funding for over 6 years, having shaped content strategies for GSK, Camelot, Orange, J&J, Cow & Gate, General Mills, The British Army, Waitrose, Nintendo and Australia Tourism. Claire joined Tiger Aspect in 2008 to build commercial partnerships around Tiger’s portfolio of new and existing programme brands. She will be talking through how Britain’s Best Brain (8 x 60’) was brought fully funded by Nintendo and GroupM Entertainment to five, and how Cook Yourself Thin (15 x 30’) was fully funded by Alli/GSK for C4 daytime.
Cate Murden has 10 years’ experience in media communications and is currently Business Director at Mindshare Invention. She creates engaging ideas for brands by working in close partnership with producers to deliver smart content solutions for her clients. These are then worked across all media, including digital, to optimise gains for the brand. Her accounts include Unilever, Nestle, Vodafone and Coty. Her case study will be TK Maxx funding Frock Me for T4 (6 x 30’), and how Mindshare then amplified the reach beyond TV.