Publicis Sets Up Branded-Content Arm

PARIS: Ad giant Publicis Worldwide has formed a branded-entertainment division that will focus on the creation of content for TV, gaming and motion-picture integration.

Publicis Entertainment, announced at MIPCOM, is intended to bridge the gap between advertising, content creation and distribution. The first unit will be based in London but expansion to other key markets is expected, tapping into the resources of the Publicis global network. The division will focus on "end-to-end entertainment solutions for brands" across TV, online, gaming, social networking and feature films. Publicis Entertainment also intended to help brands find new revenue streams, such as IP exploitation, advertising airtime, on-air sponsorship packages, ancillary distribution, syndication and format fees.

Specifically on the TV channel front, Publicis Entertainment will create "black box solutions" for channel creation and management, encompassing the full technical, operational and editorial process from commissioning to transmission.

Richard Pinder, the COO 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 at work on projects with Publicis Worldwide clients, collaborating with production companies such as All3Media, FremantleMedia and Endemol.

The new venture is headed up by Marcus Vinton as partner and chief creative officer, with Samantha Glynne as director of channels/executive producer.

"The aim of Publicis Entertainment is to create end-to-end entertainment solutions for our clients across television, gaming and motion pictures," Vinton said. "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."