Mitchells in JV with Southern Star to produce branded content
Australia’s biggest media buying group Mitchell Communication Group has announced a joint venture with production house Southern Star Entertainment to create branded TV content.
The first project is set to be announced “in the next few weeks”.
The announcement said:
“Utilizing the extensive TV production and distribution experience of Southern Star Entertainment along with the extensive client base of the Mitchell Communication Group and the production experience of the Group’s television production business Picture! This Productions, the partnership will provide a one-stop-shop opportunity for the formulation and delivery of brand funded television concepts to the Australian market.”
Mitchells chairman Harold Mitchell, who last week agreed a deal to sell the company to Aegis said: “Brand funded content has come of age in Australia as a marketing tool, which is evident when you look at the increasing use of product placement in high-quality, primetime programs.
“The return on investment for marketers has been nothing short of impressive and in teaming up with Southern Star, we’ll keep delivering exceptional results time and time again.”
While there have been several Australian brand funded projects this is the first ongoing venture involving an Australian media agency.
In other parts of the world, WPP’s Group M Entertainment has had an active role, including the creation of the Don’t Stop Believing format in the UK which is also coming to Ten.
Naked also dabbled with branded content, creating spin-off agency Stickywood, which was later acquired by Brand New Media.
Southern Star was heavily involved in creating Tourism Australia’s No Leave No Life show for Seven, while Mitchell Communication Group led the Victorian Transport Accident Commission-backed Sudden Impact, a road trauma reality series for Nine.
Southern Star MD Rory Callaghan said”: ““A successful brand funded TV series is one that delivers on an advertisers message, but still obeys all the rules that go with creating an entertaining and engaging program for audiences.
“It’s a mix that isn’t easily come by, but when you work with experienced people who understand both sides of the fence, the results speak for themselves.”
Projects produced under the new Joint Venture will be headed up by Jason Franklin, GM of brand funded entertainment for Southern Star and by Chris Paterson, executive producer for content creation and delivery at Mitchells.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Everything old is new again.
TV began with branded content.
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Slow down Harold, the rest of the Australian Advertising industry is trying to get its head around Radio commercials.
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Sounds like product placement just got the seal of approval.
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