Ogilvy & Mather, Coca-Cola Partner for MIPTV Content 360

Agency announces three finalists for branded-content challenge

PARIS, March 3, 2010 – For the fourth consecutive year Ogilvy & Mather is a key partner of MIPTV, the leading media and content event taking place April 12-16, 2010, in Cannes, France. It is the only major international event that brings advertising industry players together with 11,500 entertainment and digital media professionals.

MIPTV provides an opportunity to discuss ways to reach the consumer today and tomorrow in the changing media landscape. As a sponsor, Ogilvy works with small and large companies that specialize in inventing and implementing innovative consumer engagement ideas. The agency will explore new advertising channels, formats and business models by partnering with TV networks, content makers, new media companies, Internet players, operators, technology companies, and social network providers present at the event. 

This year, Ogilvy & Mather France and client Coca-Cola are also co-hosting a MIPTV Content 360 competition: "Engaging with teens through branded content for Coca-Cola." The contest called for ideas that would help Coca-Cola brands engage with teens relevantly through branded content of all types, from a TV show, to a web movie series, a mobile application, or advergame.

In the last four years, Ogilvy has strengthened its expertise in branded content with the growth of its OgilvyEntertainment unit.

"With a fragmented media landscape, shifting viewing habits of consumers and an increased supply of content, brands are in need of new ways to reach their target consumers directly," says, Doug Scott, President, OgilvyEntertainment.

"Brand-funded content provides this approach, allowing brands to 'own' entertainment instead of just 'renting' the time around it. OgilvyEntertainment works with its clients, and unique creative events like Content 360, to develop and produce original content that can be marketed and distributed across all media platforms."

A record 189 entries were submitted to the Ogilvy/Coca-Cola Content 360 competition. Of those, three finalists have been selected to present their ideas at MIPTV. The finalists are: Labmedia (Milan) - "Contagious Happiness"; Atlantic Studios (California) - "Bring Happiness to Life"; and, Scorpion TV (London) - "The Win Win Show." One finalist will be awarded the Grand Prize: a €10,000 development contract to co-develop their winning idea further with Ogilvy for Coca-Cola.

"The caliber of contest submissions, as well as the never-before-seen number of them, clearly shows that we are at a turning point in our market," said Patou Nuytemans, Chief Digital Officer for Ogilvy & Mather EAME. "Never again will communication and advertising look the same. Ogilvy has been a proud partner of MIPTV for 4 years now, and you can bet we will still be here in the next 10 or 20 coming years!"

Benoit de Fleurian, Managing Director, Ogilvy & Mather France, says, "Coca-Cola and the Ogilvy & Mather France team have been amazed by the diversity of the submitted ideas – from entertainment programs for the TV screen and online, to games, events and mobile communities – they truly demonstrate the creativity of the industry and their understanding of the digital revolution we're facing.  We are very excited to move forward with the three selected finalists, all of whom have proposed fresh angles on Coke's "Open Happiness" global platform that will inspire people to spend more quality time with the Coke brand."

For more information on MIPTV 2010, go to www.mipworld.com/en/MIPTV.

Also contact:
Patou Nuytemans, EAME Chief Digital Officer, Ogilvy, patou.nuytemans@ogilvy.com
Doug Scott, President, OgilvyEntertainment, doug.scott@ogilvy.com
Kevin Whitlock, Communications Manager, Ogilvy Group UK, kevin.whitlock@ogilvy.com
Muriel Verger, Public Relations Director, Ogilvy Paris, muriel.verger@ogilvy.com

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). For more information, visit www.ogilvy.com.

Contact: Muriel Verger
Date: March 03, 2010
Office: Paris