Mark Burnett in Digital Branded Content Venture | Adweek Mark Burnett in Digital Branded Content Venture | Adweek
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Mark Burnett in Digital Branded Content Venture

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Producer Mark Burnett and Video In My Backyard (Vimby) have formed a partnership to develop branded content in the digital space.

The new co-venture, as yet unnamed, will work with media companies and advertisers to implement "cost-effective branded solutions" that will be geared toward targeted demographic groups such as mothers, millennials, the environmentally conscious and health/wellness aficionados, among others.

Los Angeles-based Vimby was founded in 2006 as a filmmaking collective focused on popular culture. Its content producers live and work in cities around the country, connected by a digital infrastructure.

"We have invested heavily in a network of highly skilled filmmakers who every day are capturing local content and telling stories that are at the forefront of national trends and ideas," said Vimby CEO Dean Waters. "National brands get access to our local infrastructure to carry their message across the nation and, now, by aligning with Mark Burnett, the entire universe of blue-chip brands will take note of our unique content, scale and ability to go local with national messaging."

Burnett is the producer of Survivor, The Apprentice and other popular reality TV shows that are often infused with product placements and more complex branded integrations.

Commenting on the venture, Burnett said: "I am incredibly excited about Dean's vision for the future of branded digital content. With Vimby, he's created an unmatched production infrastructure that we will use to deliver local and national content tailored to specific demographic verticals."

Vimby CCO David Goffin will manage the new venture. "It's a brave new media world and brands continue to need solutions for reaching consumers, especially the millennial generation," he said. "With our authentic content and national production structure we will enable brands to effectively reach new generations of consumers no matter how, when, or where they are watching content."

See also: "R.J. Palmer Tries Branded Content"