LONDON, January 26, 2010 – For the fourth year in a row Ogilvy is a key partner of MIPTV, the leading media and content event taking place April 12-16, 2010, in Cannes.
MIPTV is the only major international event that brings advertising industry players together with 11,500 entertainment and digital media professionals. Beyond its professional market where you can meet and interact, MIPTV's conference program is unrivaled. Last year featured Sir Martin Sorrell (WPP, Advertising keynote), Chuck Porter (Crispin Porter + Bogusky, Branded Entertainment keynote), Cristophe Lambert (Blue, Advertainment keynote), Cindy Rose (Disney Interactive, Gaming keynote), Patrick Barry (Yahoo!, Connected TV) and many more high profile speakers. As quoted on miptv.com, Paul O'Donnell, EAME Vice-Chairman and Chairman UK Ogilvy Group. said: "MIPTV is a 'game changer' for us, not just another show."
With this sponsorship Ogilvy wants to make sure it is at the forefront of exploring new advertising channels, formats and business models by partnering with the many TV networks, Content makers, New Media companies, Internet Players, Operators, Technology Companies, Social Networks that will be present at MIPTV, discussing how to reach the consumer today and tomorrow in the changing media landscape.
Ogilvy also believes content is an increasing popular way to the consumer's heart. Branded content, according to the Branded Content Marketing Association, is the practice of taking the philosophy and message of a brand and translating that into entertainment properties that consumers want to engage with. Whether that takes the form of branded entertainment on the TV screen, web or mobile TV shows, advergames, or social network activities, is a growing discipline agencies and advertisers need to master. Ogilvy has centres of excellence in New York, London and Italy in branded content - OgilvyEntertainment - and is quickly growing this expertise around its network.
Last but not least, MIPTV, and more specifically its Content 360 Competition, allows us in a web 2.0 spirit to make new connections with and access the creativity of an entire industry of small and big companies specialized in inventing and implementing great consumer engagement ideas. For the fourth year Ogilvy has entered a brief in the competition. Ogilvy France and its client Coca-Cola are co-sponsoring the “Engaging with teens through branded content for Coca-Cola” category in the competition.
In 2008 Ogilvy London partnered with Unilever on a briefing looking for ideas on “How to engage with women through branded content." Babs Rangaiah, Global Communications Planning Director, Unilever said: “Historically, television advertising has been our most powerful communication tool. It’s helped us reach our consumers, build our brands, and sell our products. And while it still has an important place in our media mix, the dramatic changes taking place suggest that commercial messages alone will no longer prevail. So with the help of our partners at Ogilvy, we’ve expanded our playbook to source innovation from places that we haven’t tapped into in the past. And as it turned out, MIPTV was exactly that kind of place. We found several innovative content and digital ideas that we hope to implement immediately. We will definitely work with Ogilvy to participate in more events like this, including the MOFILM competition in Cannes in June.”
Aline Santos, Global VP, Omo at Unilever added: “Being responsible for one of Unilever’s most iconic and global brands, I am always looking for new ways to connect with and engage our consumers around the world. That is why I wanted to collaborate with Ogilvy and participate in the MIPTV Content 360 contest. Through the competition, and Ogilvy’s stewardship, we got the chance to see dozens of great creative ideas – some of which we will very likely move forward with. I'm convinced the merging of branded content and digital needs to play an even more important role in our marketing strategy. Omo/Persil's 'Dirt is Good' strapline has universal resonance around the world and offers almost infinite possibilities for the development of truly compelling and engaging advertising. I think the next couple of years are going to be incredibly exciting.“
For more information on MIPTV 2010, go to www.mipworld.com/en/MIPTV.