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 the Cannes Lions advertising festival, June 2011