Publicis in Branded Entertainment Play | Adweek Publicis in Branded Entertainment Play | Adweek

Publicis in Branded Entertainment Play


NEW YORK Publicis Worldwide has launched a unit called Publicis Entertainment to create branded content for television, gaming and motion pictures.

Marcus Vinton, a former executive creative director at Ogilvy London who was also part of the launch of Sky's interactive TV platform, was named chief creative officer and partner at Publicis Entertainment. Vinton's team includes Samantha Glynne, who becomes director of channels/executive producer. She has worked on channel launches in the U.K. and internationally, including the recent Audi Channel debut.

Publicis Entertainment's first office is opening in London, where Publicis is already working with production companies like RDF, All3Media, Fremantle and Endemol on branded content projects for agency clients. The new operating unit is expected to roll out soon in other key markets.

Publicis said the new entertainment division would create vehicles for brands across digital TV, Web-TV, gaming, mobile, social networks and motion pictures. Additionally, it will generate new sources of revenue for brands including IP exploitation, advertising airtime, on-air sponsorship packages, ancillary distribution, syndication and format fees.

"The aim of Publicis Entertainment is to create end-to-end entertainment solutions for our clients across television, gaming and motion pictures. Our IP and digital distribution models will create revenue for all stakeholders. Media barter deals and sponsorship will, of course, continue to help brands shepherd and associate themselves 'around' great television, but by working together we now have the opportunity to communicate directly 'through' great television."

Richard Pinder (pictured above), chief operating officer of Publicis Worldwide, noted the fast-changing relationship between advertising and TV production.
"Advertising people and television people have not needed to know one another. But it's become very important in relationship building with consumers that we have more engaging content shot at the right price, formats and genres" he said. "We understand the brands, television people know production, formats and genres. There's a lot more interest and intrigue in areas like 30-minute programming. Rather than wait, we thought we should go out and ask for the order."
Pinder says it's not just deep-pocketed marketers who are interested in branded content opportunities. He said Publicis has seen interest in long form content from a marketer with a $1.5 million media budget.