NEW YORK The fledgling Branded Content Marketing Association, which was launched in London last year, has started a U.S. chapter that will be led by Bartle Bogle Hegarty chief marketing officer Cindy Gallop and Hollywood producer Peter Guber.
Gallop and Guber, who is chairman and CEO of Mandalay Entertainment in Los Angeles, are co-chairmen of the BCMA's U.S. board, which is expected to include executives from advertising, Hollywood and the client side.
The U.S. effort is in its "very early days," and Gallop and Guber are plotting their next move, including a membership drive, according to Gallop.
In late November or early December, BCMA members will meet with executives from Hollywood studios, TV networks, major games publishers, advertisers and their agencies, with an eye toward stocking the U.S. board, Gallop said. The size of the board has yet to be determined.
Gallop, who also carries the title of U.S. chairman of BBH, added, "I'm also interested in inspiring and activating more cutting-edge approaches" to building brands through content.
The BCMA, which also has chapters in Australia, Germany and the Netherlands, counts IBM, MasterCard and Bacardi among its global membership marketers as well as executives from three holding companies: WPP, Omnicom and Interpublic, according to an association statement.