TV’s role as a supporting medium to be debated at BE Festival
A session at next month’s Festival of Branded Content and Entertainment is to explore the changing role of the 30 second television commercial. The session, “TV as a supporting medium” will examine the way that TV can support brand-funded content, rather than the other way around. The session will be presented by Steve Coll, executive creative director of creative agency Havas Worldwide Sydney.
Coll will examine why so many clients are addicted to advertising on TV, and the benefits of reappraising the role of television advertising. Coll is to discuss the concept of TV in a supporting role, and how TV can still be effective in driving audiences to branded content.
Havas most recently made headlines for creating remote controlled vibrating underwear for Durex. The video has been viewed over 6m times, gaining almost 3m views in the first week.
Coll is a former creative group head at AMV BBDO in London and Leo Burnett Sydney. He was behind the Making Sandwich Interesting campaign for Walkers Crisps which won multiple awards at Cannes, including the inaugural Cannes Grand Prix for Creative Effectiveness in 2011.
