Meteor, MPG in Branded Content Pact

NEW YORK Hollywood branded entertainment firm Meteor Worldwide has partnered with MPG’s newly formed B6 Integrated Entertainment to create branded content initially for 16 MPG clients including Nike, Danone, Reckitt Benckiser, PSA and France Telecom.

But at some point, “we also want to work with clients who are not on the MPG or Havas client list,” said Guy Champniss, managing director, B6, London. MPG has also established B6 offices in the U.S., Mexico, Argentina, Portugal, Spain and Germany.

The effort comes a year and a half after Meteor put together a Volkswagen-NBC Universal alliance worth $200 million.

Projects under the new alliance are already in development with Universal, although the parties declined to provide further details at this time.

“It certainly reassures a brand to be associated with a studio,” said Meteor managing partner Dieter Abt. “We are working with top reality TV producers as well as with a top scripted TV producer in coming up with unique projects for brands,” said Ben Blanco, Meteor’s other managing partner. “We’ll integrate the brands” across various platforms, he said.

Meteor, which started in 2003 with VW as its first major client, and B6 will offer clients ownership positions in film and TV shows as well as in projects for digital and other platforms. Mobile content will be produced by Meteor’s resident shop, White Flower.