Cineflix Launches Branded-Content Division

CANNES: Cineflix’s new branded-content division has been set up to focus on creating advertiser and production integration with the company’s brands, and to produce original branded entertainment across all media platforms.

The new division will be headed up by Paul Day as VP of branded content, based in Cineflix’s London offices. The branded-content division will work to bring together brands and media agencies to maximize exposure for the advertisers, offering targeted ancillary opportunities with the content such as merchandising and publishing deals.

Cineflix’s CEO, Glen Salzman, commented: “With our highly creative team and reputation in putting together innovative financing partnerships for productions, and our ability to deliver quality programming broadcasters need and viewers want—we have the perfect platform to provide content with effective targeted advertising solutions for major brands.”

He added: “Launching a branded-content division at MIPCOM, where we have cultivated so many important partnerships with key clients worldwide, seemed like a natural progression for Cineflix and we are certain the division will prove successful for all parties."

Day said: “The key aim of our branded content division will be to create TV programs, for which there is a genuine broadcaster need, that don’t just simply feature products but that fuse a brand message into the fabric of the show. We will also create multiplatform content that can work across a whole media campaign, providing a service that is focused and flexible enough to work within the fast changing media content and advertising landscape.”