Being brave and avoiding disaster on agenda at Festival of Branded Entertainment

Branded entertainment festivalPanellists from agencies, brands and broadcasters will reveal their strategies on managing risk at a session announced today for this month’s Festival of Branded Entertainment.

Meanwhile the deadline for discount-priced early bird bookings for the November 20 event expires at the end of today.

The panel discussion on risk, bravery and avoiding disaster will feature two of the most successful case studies from the Australasian market; “Kiwi Sceptics” for Air New Zealand, and the Jacob’s Creek “True Character” Open Film series. Both projects picked up a Lion in the Branded Entertainment category at Cannes this year.The panellists will discuss how to sell the idea in to your boss, client, or TV networks, and share insight into creating an environment where being brave is rewarded and recognised, the challenges they overcame in creating the work, managing the risk of committing budget to the production of high quality branded entertainment and negotiating the rights to the content.

The panel:

  • Saul Shtein – head of sport – Seven Network
  • Kirsty Muddle – head of strategy and media, Cummins Ross
  • Derek Oliver, brand director – Jacob’s Creek
  • Kelly Millier - Marketing Manager Australia, Air New Zealand
  • Bob Mackintosh – digital ECD, Host Sydney

Muddle, a founding partner at full service agency Cummins Ross, worked with Derek Oliver, who is responsible for Jacob’s Creek global marketing and brand team at Pernod Ricard in creating the series, which ran on Seven Sport and featured Andre Agassi.

McIntosh directed the Kiwi Sceptics series for Air New Zealand. The series took a variety of Australians on a surprise tour of New Zealand, most notably featuring model and reality TV star Lara Bingle.

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