Ad-driven TV deals in future


An upsurge in advertiser-driven deal-making in the future is what Mark Boyd, director of content at ad agency BBH, is predicting.

Boyd is one of the ad agency people who believes you need to know the television trends to keep clients happy in the future. He has been coming to MIPCOM for the past four years. He said he is here to link BBH blue-chips such as Audi, Vodafone, Unilever, Diageo and Levi’s with leading US and European producers.

He is looking for original content for branded channels. BBH launched the Audi Channel on the SkyDigital DTH platform in the UK. The channel was created to show the Audi brand in action, said Boyd. “But it is not a hard sell. We fund factual and entertainment shows, film content, car and travel series a€” all designed to exude the confidence of the Audi brand.”

He believes it is all about cross-platform communication and that content needs to work across all platforms a€” from TV, broadband to iPods and dealerships.


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