Jonathan Kneebone to present BE Festival keynote

Festival of Branded EntertainmentGlobally respected creative and co-founder of The Glue Society, Jonathan Kneebone is to present a no-holds-barred keynote at next month’s Festival of Branded Content and Entertainment. Kneebone will set out his perspective on what he views as the “naive” expectations and misconceptions that dog the industry, and discuss what actually needs to happen in order for a piece of brand content to be developed and broadcast.

Kneebone told Mumbrella: “Many agencies and clients are approaching this new form of brand communication in a rather naive manner. There are some tough realities that need to be recognised – involving process, control, budgets and so on even before ideas are tabled. In essence, it’s important to accept upfront that this is a different world.”

Drawing on interviews with the world’s leading creatives from Glue Society’s 2020 Vision series for Think TV and the Glue Society’s own experience, the presentation will focus on creating compelling work for the screen and second screen.

Jonathan Kneebone

Jonathan Kneebone

The Glue Society, which has offices in Sydney and New York, has recently become part of the Will O’Rourke production company, set up by award winning producer Michael Ritchie. The company has won Cannes Titanium and Direct Grand Prix, as well as Gold Lions, D&Ad Awards and prizes for artworks including Denmark’s Sculpture by the Sea main prize.

The Glue Society’s branded content projects include MTV’s “The Gamekillers” for Axe/Lynx, a 13-part documentary series for Tourism WA, “Chicken Fight” for Burger King, Think TV’s 2020 Vision documentary series, as well as a sketch horror series available on a tablet app, “Watch With Mother”, funded by the Glue Society.

The advertising production arm of the company, Revolver, has created work for most leading advertising agencies in the region, including Droga5, The Monkeys and Colenso BBDO.

The festival – consisting of a networking afternoon, conference and awards ceremony, is organised by Mumbrella’s parent company Focal Attractions.

Tickets to the Festival – and the programme – are available via this link.

Senior marketers are eligible for free places at the Festival networking forum on October 2. Those interested should contact Denise Jinks

Festival sessions announced so far include:


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