Mumbrella and sister title Encore magazine have today announced the launch of The Festival of Branded Entertainment to take place in Sydney on Tuesday November 20.
The event – the first of its type in Australia – will offer case studies, discussions and practical guidance on developing, creating and distributing branded entertainment content through traditional and new channels. There will also be screenings of the best branded content from Australia and around the world, and conclude with the inaugural Australasian Branded Entertainment Awards.
Branded entertainment is one of the fastest growing sectors of the marketing and content industries. At this year’s Mumbrella360 conference, media agency Starcom flew in global expert Brian Terkelson for a session which also featured Red Dog producer Nelson Woss and Nine’s head of development Adrian Swift. And Mumbrella360 concluded with Brand Rolled, a screening of the best brand funded content seen online curated by Vice magazine.
This year saw the Cannes Lions introduce branded entertainment as a new category for the competition. A project for Qantas, The Great Crusade, created by Finch and Wonder won a gold. Host’s Kiwisceptics campaign for Air New Zealand and a campaign for Jacob’s Creek by CumminsRoss both won bronzes.
The festival and awards will be curated by Mumbrella’s Cathie McGinn, who has previously worked agencyside and as a marketer, and studied as a film-maker.
McGinn said: “After years of talk about brand-funded content, 2012 is the year that branded entertainment has become mainstream. With Mumbrella’s strengths in the media and marketing world and Encore magazine’s heritage in the world of Australian content creation, we believe we are well placed to bring the two sides together.”
Program and ticket details will be announced in the coming weeks.
In the meantime, The Festival Of Branded Entertainment is putting together an advisory panel to advise on the program and awards. Those with an interest in getting involved should email firstname.lastname@example.org or call her on 02 8296 0205.