Ogilvy Exclusive Creative Agency Partner of MIPTV

CANNES, France, April 2, 2012 /PRNewswire/ -- Demonstrating its leadership in the branded entertainment space, Ogilvy & Mather has continued its six year partnership with MIPTV, this year sponsoring the 2nd annual MIPTV Branded Entertainment Summit and hosting several keynote and high level panels with clients and Ogilvy executives from across the globe.

Coca-Cola client Jonathan Mildenhall, VP of Global Advertising Strategy and Creative Excellence, will keynote the Branded Entertainment Summit with Ogilvy & Mather Paris Managing Director, Benoit de Fleurian.  A highlight of this presentation - happening 2nd April, 17:15 - 18:00 - is the new Coke Zero "Make it Possible" platform.

Ogilvy is also using this year's event to launch a new branded entertainment measurement model. Endorsed by leading entertainment companies, the Ogilvy Branded Entertainment Assessment Model™ ('BEAM')" white paper and accompanying panel session will detail the ways in which branded entertainment can be properly evaluated to demonstrate its growing value and ability to deliver on various types of marketing goals.

"MIPTV is the leading global gathering of entertainment executives and we are thrilled to again lead the Branded Entertainment discussion in Cannes.  All the key players – from broadcaster, producer, brand and agency side – are here, and together we have a real opportunity to continue to expand and mature the branded entertainment space," said Doug Scott, President of OgilvyEntertainment.

Benoit de Fleurian adds, "In a highly fragmented and new media landscape, branded entertainment is a key strategy to building brands today.  Our 6-year partnership with MIPTV has been integral to our agency, clients and the industry to take it more seriously."

Ogilvy & Mather Paris' Executive Director, Head of Digital & Brand Content, Frederic Levron, spoke at MIPCube's Architects of the Future venue on Saturday March 31st, sharing how the agency has embraced digital and branded entertainment to build brands. He said, "MIPTV is the only place in the world that gathers so many content masterminds. It's the most efficient event to get best practices on building brand and consumer engagement thru branded content."

Other Ogilvy events at the Branded Entertainment Summit include:

• Landscape Review and Best of Branded Entertainment Screenings, with Doug Scott
• A "Media Mastermind" keynote, featuring Jonathan Mildenhall and Benoit de Fleurian
• Special-invite Branded Entertainment cocktail party, at which the 2nd annual Brand of the Year will be awarded to Heineken
• A panel on "Branded Content in the Marketing Mix," including Ogilvy & Mather EAME Chief Digital Officer Patou Nuytemans and Nestle client Birgit Becker
• The release of Ogilvy's white paper: "Making magic, using logic: The Ogilvy Branded Entertainment Assessment Model" and accompanying panel session

Ogilvy has a branded entertainment centre of excellence in New York - OgilvyEntertainment - as well as entertainment practices rooted in Ogilvy & Mather in Paris and the UK, and growing expertise across the WW network.

SOURCE Ogilvy & Mather

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