Networking quotes: Branded Content Networking Lunch

(Branded Entertainment | MIPCOM, 07.10.09)

When leading brands like Red Bull show up at MIPCOM, you know they’ve reached beyond product placement: they’ve become entertainment media. Bringing brands and content creators together was the theme of Tuesday’s Branded Content Networking Lunch, sponsored by the Branded Content Marketing Association.

The BCMA’s Chairman Morgan Holt sparked a spirited conversation, navigating the thorny issue of measuring the estimated $20 billion in worldwide branded content spend. The Association showcased its branded content evaluation system (BCES), which it hopes will become the universally accepted tool worldwide to measure and evaluate branded content effectiveness before, during and after placement.

Here’s what they said:
“Advice to brands: If it’s not about the audience, it isn’t branded content. Advice to producers: brands are not attached to single TV shows.”
Morgan Holt, Chairman, Branded Content Marketing Association, London

“Consumers interact because they can, that’s the role of mobile apps developers. They’ll opt if they’re incentivised, that’s the role of brands.”
Richard Morris, Director of Video, TV & Applications, Player Mobile Media, London

“Reality check for content producers and distributors, your role now is to drive a 360 marketing strategy for brands.”
Doug Scott, Senior Partner, President, Ogilvy Entertainment, New York

“Producers talk about 360, but what matters to brands is the upside and downside of each platform.”
Julius Just, CEO, Just News International, London