Publicis Worldwide launches branded content division

MUMBAI: Publicis Worldwide has launched a new business division called Publicis Entertainment.

Dedicated to bridging the gap between advertising, content creation and distribution, Publicis Entertainment will create branded entertainment solutions for television content, gaming and motion pictures integration.

The first unit will be in London but it is expected to roll out to other key markets and will harness the full potential of the Publicis global network. The team will focus on creating end-to-end entertainment solutions for brands across digital TV, Web TV, gaming, mobile, social networking platforms and motion pictures. In addition, the division will generate new revenue streams for brands including IP exploitation, advertising airtime, on-air sponsorship packages, ancillary distribution, syndication and format fees.

In terms of television, Publicis Entertainment will create black box solutions for channel creation and management. These will encompass the full technical, operational and editorial process, from commissioning to transmission. They will also create bespoke and innovative metrics and reporting tools to demonstrate the value and ROI across branded entertainment activities.

Richard Pinder, Chief Operating Officer of Publicis Worldwide, said, "The relationship between advertising and television production is changing fast: it is now a relationship of equals. Publicis Entertainment has the talent and knowledge to bring together expertise in brands with entertainment. We’re in the business of creating contagious ideas and more engaging content which in turn changes the conversation for clients and their brands."

Publicis Entertainment is currently working on a number of major branded content projects with Publicis Worldwide clients. It is already collaborating with a number of major production companies including RDF, All3Media, Fremantle and Endemol.

Publicis Entertainment brings together a team of world class talent who combine production expertise, creativity and advertising strategy. The team is headed up by Marcus Vinton (partner and chief creative officer). The team also includes Samantha Glynne, director of channels/executive producer.

Vinton said, "The aim of Publicis Entertainment is to create end to end entertainment solutions for our clients across television, gaming and motion pictures. Our IP and digital distribution models will create revenue for all stakeholders. Media barter deals and sponsorship will of course continue to help brands shepherd and associate themselves ‘around’ great television, but by working together we now have the opportunity to communicate directly ‘through’ great television."