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Branded Entertainment programme at MIPTV

Thu, 05 Jan 2012 16:05
Jonathan Mildenhall, Vice President Global Advertising Strategy and Content Excellence for The Coca-Cola Company will deliver a keynote on 2 April headlining MIPTV 2012’s Branded Entertainment programme.

In the Media Mastermind keynote address, Mildenhall will explain The Coca-Cola Company’s marketing strategy – an approach that the Company calls “Liquid and Linked” – to create compelling content that engages audiences in new, innovative ways, building emotional connections across multiple consumer touchpoints in order to drive value for the business. He will put particular emphasis on the new global Make it Possible marketing campaign for Coke Zero.

Mildenhall joined The Coca-Cola Company in 2006 and is responsible for leading global creative vision and strategy for the company’s portfolio of global brands. In his role, he oversees marketing communications strategies, core creative idea development and content production. A self-proclaimed “diagonal” thinker, he has a passion for popular culture in parallel to his passion for business strategy.

In addition to Mildenhall’s keynote, MIPTV presents a two-day Branded Entertainment programme featuring a series of sessions and screenings demonstrating the effectiveness and value of branded content to production companies, agencies, brands, broadcasters and digital platforms, as well as showcasing the latest examples of killer branded entertainment from around the world.

Ogilvy & Mather creative agency is once again lead partner for the 2012 programme. In 2011, Ogilvy brought many leading brand executives together with executives from the international TV content industry at MIPTV, including American Express, British Airways, Coca-Cola, Expedia, IBM, Ikea, Nestlι and Unilever.

The Branded Entertainment programme will also include producer case studies, best of branded entertainment screenings showing the many ways brands use content effectively as well as networking events and face-to-face meetings between brands, distributors and production studios.

The event will include the second annual ‘Brand of the Year Award’ which recognises a global brand for outstanding contribution to the development and production of branded entertainment programming.

For more information about MIPTV, visit www.miptv.com


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