MIPTV Announces Program Geared Toward Brands

PARIS: MIPTV has announced the launch of Brands@MIPTV, a full program dedicated to brands that underlines their growing crossover with the entertainment content industry.

Following an introductory session from YouTube entitled the Future of Online Video Strategy, brand representatives will hear from the digital studios participating in MIPDigital Fronts from April 4 to 6. These showcases will demonstrate how brands can leverage their online content presence through collaboration with digital talents in order to reach Millennial and Generation Z target audiences.

The highlight of the new program will be the Brands and Online Video Summit, which will be held April 5 at the Hotel Martinez from 12:30 p.m. to 2:45 p.m.

The invitation-only event is aimed at 80 top-level executives from consumer brands, digital studios, MCNs, online publishers and online platforms. The summit includes a networking lunch, followed by a panel of leading global brands that have become media owners. Speakers announced are Catherine Balsam-Schwaber, Mattel’s chief content officer; Mondelez International’s global head of content and media, Laura Henderson; and Swedish Postcode Lottery’s head of TV and events, Ase Ericson.

The summit will be followed by networking and matchmaking sessions enabling brands and MCNs to initiate business partnerships. The community of brands attending has been labeled the MIPContent Club. Havas Group’s creative agency in France Les Gaulois, AK Consulting in Germany, and BCMA in the U.K. are the programs three industry partners.

“More brands than ever before are committing to building ambitious online content strategies,” said Laurine Garaude, the director of television at Reed MIDEM. “The Brands@MIPTV initiative aims at creating a curated community of forward-thinking brands in the content creation area.”