One thing is clear for Bowler: “brands want more” than standard visibility. “You don’t just go and badge stuff, you have to create content” that is truly engaging for viewers, says Bowler, notably citing a partnership with Philips Shavers that took people behind the scenes of a Formula 1 racing team.

MIPCOM’s branded content highlights include a conference session called “Alternative Sources of Financing: Branded Entertainment and Sponsorship,” October 4, 14.00. Full conference programme

Interview filmed at theĀ Cannes Lions advertising festival, June 2011

About Author

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for B2B events MIPTV and MIPCOM, Midem (music industry) and MIPIM & MAPIC (real estate & retail). He is based in Reed MIDEM's Paris office.

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  1. Pingback: Interview with Heather Bowler, Eurosport: Brands want more content | MIPBlog | Information Services : Emerging Trends & Future…

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