The new award will be presented to an international brand for its outstanding contribution to the development and production of brand-related content. The winner will be chosen by an international jury made up of leading figures from the production and advertising sectors, including Doug Scott of Ogilvy Entertainment, Ben Silverman of Electus, the director Brett Ratner and Robert Friedman of @radical.media. This award underlines MIPTV's recognition of the growing impact of branded entertainment in the global television industry.
As part of the Branded Entertainment Summit, Miles Young will outline why consumer distrust of branded content is fading, thanks to the increasingly sophisticated methods of producers in involving brands in different entertainment formats and associating them with content.
The summit will bring together leading brands, content producers, broadcasters, advertising agencies and key companies in the digital sphere, for two days of conferences, screenings and pitching sessions where producers will promote their ideas to brand managers.
The summit is organised in association with the Branded Content Marketing Association (BCMA) and sponsored by Ogilvy.
For more information go to www.miptv.com.
