PARIS, 21 April, 2010 – This year marked the 4th consecutive year that Ogilvy was a prominent sponsor and participant of the MIPTV conference in Cannes, France, 12-16 April.
A key element of this year’s event was Ogilvy’s organization of a "Speed-dating with the World's Greatest Brands" session. Participants of the speed-dating session were executives from top global entertainment companies, including: Endemol, Fremantle, MTV and Zodiak. Each company had 20 minutes to pitch their responses to briefs submitted by Ford, Louis Vuitton, Nestlé and Coca-Cola to the respective client and Ogilvy teams.
Jorg Roth, Chief Operating Officer, Zodiak Entertainment, said: “This was the perfect way for us to enrich our relationship with Ogilvy and to be introduced to their great clients. We shared several exciting ideas with the teams that we hope they will be eager to move forward with.”
Ogilvy & Mather felt it important to take time during the event to give clients real actionable ideas. This event was conceived with the hope of inspiring Ogilvy’s clients to think about their role as content creators and the impact that compelling content can make on engagement with their brand.
"Brand-funded content allows brands to 'own' entertainment instead of just 'rent' the time around it,” says Doug Scott, President, OgilvyEntertainment. “We work with its clients to develop and produce original content that can be marketed and distributed across all media platforms. Our vast network of industry partners, like those who joined us today, enables us to bring the best ideas to our clients."
Additional Events at MIPTV
Ogilvy and Coca-Cola were also the lead sponsors of the Content 360 Competition: “Engaging Teens with Branded Entertainment for Coca-Cola.” This competition received a record 189 entries and the 3 selected finalists spent the week pitching and refining their ideas. The competition culminated on Wednesday evening at the Content 360 Zapping Show, where David Cornwall from Scorpion TV UK was awarded the grand prize of €10,000 for his “The Win Win Show” idea.
David will be working with Ogilvy and Coca-Cola to bring “The Win Win Show” to life.
Ogilvy also participated in several panels throughout the event, including the "Branded Entertainment Across All Platforms" panel, which provided perspective on the role of branded entertainment in building brands and engaging audiences; and, "Next Generation Advertising Models," which explained how advertisers can better leverage video ad formats as part of their advertising mix.
Summing up his experience, Sean Murphy, AVP Marketing and Communications, Nestlé, said, “Ogilvy introduced me to the depth and breadth of branded entertainment throughout this week at MIPTV. As Nestlé continues to look beyond the traditional means of advertising to promote our message of nutrition health and wellness, it is important for us to understand and utilize innovations in marketing communications. Branded entertainment is a dynamic industry, ripe with brand opportunities that I’m leaving the event eager to pursue.”
For more information, contact:
Patou Nuytemans, email@example.com
Olivia Rzepczynski, firstname.lastname@example.org
Or visit www.ogilvy.com/miptv.
About Ogilvy & Mather
Ogilvy & Mather (ogilvy.com) is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY).