AICP to Showcase Creative Brand Integration

NEW YORK The Association of Independent Commercial Producers is heading into uncharted territory with its Brand Integration Honors, to take place on June 9 as part of the 12th annual AICP Show in New York.

Brand integration is “more than just product placement,” said Matt Miller, president and CEO of AICP, based in New York. “It’s more about matching up the core equity and core brand ideals with a message and weaving it into content. Its more than just putting a Pepsi can on a table.”

The first-time honors will recognize “innovative work in screen-based integration of branded content,” according to the AICP. Brand integration is not a strictly defined category; examples range from BMW’s Internet films to the role of Federal Express in the movie Castaway.

“The conferences taking place about brand integration are all basically about business models,” said Miller. “This is about the creative product.”

Unlike other award categories in the AICP show, the brand integration honors will have no nominees or winners. Instead, a curators panel will select examples of outstanding branded content and discuss them.

“Rather than accept entries, it is important during the first foray into this type of honor to bring out experts and from their point of view, pull out some examples,” Miller said.

The committee is expected to include a wide array of creative industry executives ranging from Michael Davies, executive producer of ABC’s Who Wants to Be a Millionaire, to Ewen Cameron, CEO of Berlin Cameron/Red Cell in New York, to Jon Kamen, partner at Mitchell Kanner, partner at Integrated Entertainment Partners in Los Angeles, will chair the group.