Global Branded Entertainment – America Takes its Place

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The Branded Content Marketing Association (BCMA) today announced that it is establishing an American board to steer its activities in the worldÂ?s most important entertainment market.

The Branded Content Marketing Association (BCMA) today announced that it is establishing an American board to steer its activities in the world’s most important entertainment market. The BCMA is the global network of advertisers, agencies and entertainment producers influencing the growth of the branded content industry around the world.

Branded entertainment, where advertisers create or distribute entertainment to communicate with their consumers, is increasingly popular with advertisers struggling with traditional advertising techniques in a fragmented media world.

The BCMA was launched in London in 2003; now with a presence in Australia, Germany, the Netherlands and America, it is connecting global advertisers with the best of the world’s entertainment talent.

With members from the world’s largest communication groups - WPP, Omnicom and Interpublic – and leading advertisers including IBM, Mastercard and Bacardi, the BCMA provides a forum for advertisers, entertainment creators and distributors, agencies and regulators to shape the future of branded entertainment.

A delegation from the BCMA UK including Mike Falconer head of Omnicom’s UK content division, BCMA’s General Secretary Alison Knight, Cocojambo CEO Claes Loberg and BCMA Chairman Mark Boyd of BBH will be in America in November meeting with Hollywood studios, the TV networks, major games publishers, advertisers and their agencies to find agreement for who should sit on the board of the BCMA (USA).

As a founding member of BCMA UK, BCMA Australia and founder of Branded Entertainment specialist Cocojambo, Claes has played a leading role in the development of the branded entertainment industry in recent years: “The entertainment industry is on a precipice, the interruption based advertising industry is rolling downhill – branded entertainment is the only route back to the summit.”

Mark Boyd, Head of Content at BBH, the creative agency leading inititives in branded content and Chairman of the BCMA (UK), said “The media we consume and the model that used to subsidise it so well is changing. Brands are finding techology and changing consumer behaviour make consumers harder to interupt. Digital technology will continue to empower viewers, listeners and readers and make it harder for brands to reach them. Where we look for increasingly heighted experiences, brand need to deliver on that. We are learning to engage consumers through branded content rather than shout at them for the periphery"

About the Branded Content Marketing Association (BCMA)

The BCMA is a forum for advertising and entertainment industry professionals who are involved in creating branded content. By communicating with regulators and stakeholders, and by spreading best practice and forthcoming opportunities, it promotes the adoption of branded content.

Contact details:


•     Alison Knight

•     T - +44 (0)20 7631 4011

•     E -

•     W -

•     Claes Loberg

•     E –

•     W –

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