Asia's First Branded Entertainment Company Challenges Conventional Branded Communications

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OCTTANE, AsiaÂ?s first Branded Entertainment company, officially launched today, offering a unique new communications vehicle that is set to challenge the entire concept of conventional branded communications

The brainchild of former Batey Singapore CEO, Nick Marrett and Lesley Campbell, former SVP Marketing, Discovery Networks Asia-Pacific, OCTTANE combines brand strategy, marketing, media expertise and content production with the purpose of engaging the audience in a fresh, new, entertaining way.

“This is not product placement or brand sponsorship. It is more fundamental. It involves the creation of an entertainment experience – for Film, TV or the Web – from the ground up based squarely on the values and philosophies of the client’s Brand. It’s as simple as creating a Brand asset in the form of entertainment which might involve, for example, producing a TV series conceived specifically as a vehicle for a commercial message. The entertainment is genuine and the brand is a natural but integral part of the story,” said Marrett, Chairman and CEO of OCTTANE.

In the United States and Europe, trends reveal that reaching an audience with a 30-second TV commercial is becoming more difficult in an increasingly cluttered media environment. Technology is also playing its part with more than a third of TV viewers regularly using a PC while watching television and, according to Forrester research, by 2007 personal video recorders (PVRs) and video on demand (VOD) – which allow you to record programming and skip through ads – will reach half of all American households. These trends are expected to be felt across Asia at a similar pace and timeframe.

“OCTTANE has created a new ‘intersection’ between Brands and the entertainment business, creating new, innovative and profitable ways for all parties to work together. The parties at this ‘intersection’ include brand owners; Academy and Emmy Award winning writers, producers and directors; leading media owners, networks and broadcasters; global online media giants; media agencies; and financiers and distributors of global entertainment. By owning this ‘intersection’, we are facilitating Singapore’s aspirations of being a top media hub, and positioning Singapore right in the midst of all the action”, said Lesley Campbell, SVP Commercial, OCTTANE.

“We see ourselves as creators of intellectual property or powerful entertainment assets on behalf of ourselves, investors and brands. We see Singapore as a great base to launch Branded Entertainment, because it offers a company like ours the strongest global protection of intellectual property rights.

“We are very entrepreneurial. We have to be. OCTTANE is creating new and exciting business models at the intersection between Brands and entertainment. One of our key points of differentiation lies in our strong financial acumen, and our clear understanding of the business of brand-building, and the business of entertainment,” Marrett continued.

Even in its starting phase, the OCTTANE offering has received positive responses from various industry experts:

"Branded Entertainment offers brand owners, agencies and media owners fresh ways to work together to create powerful brand assets in the form of world class entertainment. OCTTANE has a unique ability to bring all the players to the table and make it happen,” said Terry Clontz, President and CEO, StarHub.

StarHub is a Singapore-based info-communications company providing a full range of information, communications and entertainment services over fixed, mobile, internet and cable TV platforms.

"Through a company like OCTTANE, Brand Owners in Asia have an opportunity like never before to realize sustained brand growth through an investment in entertainment,” said Robyn Gardiner, Chairperson, RGM.

RGM is arguably the region’s most prestigious international talent management company for actors, writers and directors and a leading packaging company for International Films.

"Branded Entertainment is one of the most interesting evolutions in branded communications for several generations. To think brands can live and breathe at the heart of world class entertainment makes the creative minds amongst us stir in anticipation,” Ian Batey, Chairman, Batey/Redcell.

Batey/Redcell is Asia's most awarded Pan-Regional marketing services group and the Asia Pacific arm of Red Cell.

With such positive verbatim, OCTTANE is set to change the landscape of conventional branded communications throughout the Asia-Pacific region.

For more information, please contact us at OCTTANE:

Nick Marrett

Chairman & CEO

Tel: 63724870, Hp: 98586177, Email: nick.marrett@octtane.com

Lesley Campbell

Tel: +65 6372864, Hp:+ 65 96891624, Email: lesley.campbell@octtane.com

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Lesley Campbell