Brand-conscious companies create their own content

Coca-Cola, BMW and American Express are among major brands driving the development of a new form of entertainment: "brand content". Rather than simply associating themselves with a film, TV show or video game through convenstional sponsorship, they are exploring ways to create and own entertainment content outright.

"BMW Films showed the entertainment industry that brand content is not just about product placement, and it doesn't have to mean compromising editorial integrity," says Michael Wood, director of international brand content agency Cocojambo. "Now they are waking up to the fact that it's not just BMW. Within two years, every major brand onwer will have brand entertainment specialists on the payroll."

"It's a very important trend," says Phil Harrison, executive vice president, development, for Sony Computer Entertainment Europe based in London. "Relationships between content creators such as ourselves and brand owners are getting closer."

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