Zinc Media Group Establishes Branded-Content Division

The U.K. factual specialist Zinc Media Group has launched a new division that will create programs and content for advertisers and brands.

The division will be led by Dominic de Terville as branded content director. In this new role, de Terville will be responsible for developing commercial partnerships with brands, agencies, broadcasters, media owners, publishers and platforms, bringing editorial and storytelling together with brand purpose to create stand-out content. Previously, de Terville served as head of brand partnerships at Zodiak Active, the branded content and digital division of Zodiak Media.

Mark Browning, CEO, Zinc Media Group, said: “In times of economic contraction, brands and advertisers look to make their spend go further. Brand-led content, content marketing and advertiser-funded programming will all come to the fore again in the next 18 months. Brands, broadcasters and creators are increasingly working together to bring prime-time TV, multi-channel and social-first content to life, which in turn creates new revenue streams for the funding of content. As well as being one of the market leaders in factual, Zinc Media Group’s TV businesses have a consistently rich seam of editorial ideas. This new role will bring Zinc’s premium storytelling creativity to buyers in brands, agencies, and media owners, and commercial partnerships to our TV shows where there is an opportunity.

“Dominic has more than 20 years’ experience of delivering excellence in brand partnerships, so he knows this space inside out. Diversifying our client base and finding new ways to engage and entertain audiences is a key part of Zinc’s growth strategy, so we are delighted to appoint Dominic to such an exciting new role.”

De Terville said: “Today’s more conscious consumer increasingly gives careful consideration to the purpose and values of a brand before buying their products. More than ever, brands need effective ways of engaging consumers whilst optimizing investment. Skillfully crafted content is the most articulate way of communicating a brand story and a highly effective and cost-efficient way of driving engagement.

“With an increasing recognition that both brands and media owners can develop content for consumers that is mutually beneficial, it’s a very exciting time to be joining Zinc Media. With an impressive track record of creating award-winning TV content, reputation for purpose-driven storytelling and compelling creative ambition, Zinc has huge potential as a supplier in the branded content space.”