International and local experts to share insights on how to create entertaining branded content

Brian terleksen

Liquid Thread's Terkelsen

One of the world’s leading experts in delivering branded entertainment is to speak at Mumbrella360 in a session curated by media agency Starcom.

Brian Terkelsen, the New York based global president of content agency Liquid Thread, will join a panel featuring Nine’s head of development Adrian Swift and Nelson Woss, producer of Red Dog, which was Australia’s biggest box office hit in several years.

The session – Finding the Branded Entertainment Holy Grail – is being curated and moderated by John Sintras, CEO of Starcom. it will also feature Julie Duff, Liquid Thread’s creative director in Australia. Liquid Thread is a sister agency to Starcom.

The panel will discuss how to produce brand funded content that is actually entertaining.

According to the session description: 

“With Branded Content fast becoming one of the most prolific marketing activities and with new “Brand Content” Companies emerging on a regular basis, the world of Branded Entertainment continues to be seen as the premium place to be for many advertisers and their agencies. But what is it that makes a piece of branded content truly successful? Is it commercial results for the client? Is it creating long term viewing franchises for producers? Is it about the number of eyeballs?…or the level of engagement for the brand? This session will look at how brands, creatives and broadcasters approach the world of content to bring success to their client’s campaigns.

“The panel will then dissect the definition of success in Branded Entertainment and discuss how to achieve the desired combination of audience numbers, engagement, awareness and other outcomes for brands.

The US office of Liquid Thread delivers more than 200 pieces of brand funded content per year. Drawing from this experience, Terkelsen will  articulate techniques for making the right connections between clients and content activities.

Terkelsen was previously President of content agency connectivetissue which developed more than 200 programs for t clients including Kraft, Masterfoods and P&G, generatign more than 8,000 minutes of original content. The unit delivered award-winning programs including CoverGirl’s involvement in America’s Top Model, the M&M’s characters’ roles in Entertainment Tonight, and a series of new shows. In 2008, Advertising Age named him one if its Media Mavens. He has also worked with TV giant Mark Burnett.



Meanwhile Woss, producer of Red Dog – the sentimental story of a stray dog in a mining town – will talk about the role that brands played in funding the hit film.

Key partners included Pedigree dog food which saw the product featured in the movie.

Woss will talk about the funding of his projects and how to create outcomes for brand partners within ideas.

adrian swift


Swift will explain how the TV networks consider branded entertainment. He will discuss why there have been so few local mainstream breakthroughs to date. Swift’s hits stretch from the creation of travel show Getaway to overseeing Nine’s current hit shiny floor show The Voice. His career also included a stint in London where he launched a branded TV channel for tarvel company Thomas Cook as well as city channel London TV.

Julie Duff


Duff, who also has her own production company and has worked for Nine and production house Freehand, will discuss how to reduce the risk of failure.



Sintras said: “This is a terrific opportunity for producers and brand marketers to get an insight into an area that remains illusive or inconsistent to many. Branded Entertainment is still emerging in Australia and understanding how to turn great content ideas into great brand activity or vice versa is now a craft that is practiced in a specialised area – as important as creating great ideas in the first place. We are all in the race to get it right and this session brings together some of the leaders.”

TmUmBRELLA360logo 2012he Starcom session is one of several curated by the industry at this year’s Mumbrella360. Details on sessions announced so far are available on the Mumbrella360 website. The early bird discount – offering a saving of $600 on the ticket price – expires on Monday.



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