Branded entertainment festival widened to include content marketing and native advertising

BE Festival, Mumbrella and Encore’s dedicated branded entertainment event and awards, is to return for 2013 with a broader remit to include brand-funded content and native advertising.

Festival of Branded Content and Entertainment logo 2013

The conference will include case studies, debates, workshops and practical advice on funding, creating and distributing branded entertainment and content, with formal networking sessions.

The day-long event – to be held in early October – also includes screenings and displays of the best branded content from the APAC region and around the world. The Festival concludes with the Branded Entertainment Awards, which recognise the most exceptional work from the Asia Pacific region.

Last year’s event, which was held at the Museum of Contemporary Art in Sydney, was attended by around 200 branded entertainment practitioners and producers. This year’s venue will be announced shortly.

The Festival will again be curated by Mumbrella’s Cathie McGinn. She said “This year’s Festival is a celebration of branded entertainment and brand funded content in all its creative breadth and ingenuity.

“One of the key ambitions is to connect content creators with marketers, as well as helping the market to understand how to analyse effectiveness and set expectations for ROI on this kind of content, looking at ways to provide the industry with tools, information and guidance to help them create better, and more effective work. We’ll also be looking at non-screen content like music and events, along with screen projects.”

Award submissions will open this Friday and close on August 26.

For more information, expressions of interest in event content, or to volunteer for a role on the Festival advisory panel, which advises on the program and awards, contact  McGinn by emailing, or call her on 02 8296 0205.

For sponsorship opportunities contact Rebecca Downie on +61 2 8296 0209 or


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