Global advertising is changing – Australia will play a key role

The Branded Content Marketing Association (BCMA) has announced that it is opening an Australian chapter to ensure that Australian companies and talent play their part in the increasingly important branded entertainment industry. BMW makes films, Coke sells music, Nike makes video games and Heinz creates TV – branded entertainment is here and growing.

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 (UK) was launched in London in 2003, followed by the first foreign chapter in the US in 2004, to represent the interests of the key players in advertising and entertainment.

With members from the world’s largest communication groups - WPP, Omnicom and Interpublic - as well as leading producers, broadcasters and publishers, the BCMA provides a forum for advertisers, entertainment creators and distributors, agencies and regulators to shape the future of branded entertainment.

Claes Loberg, founding member of the BCMA, and Chairman and CEO of London-based, Branded Entertainment specialist Cocojambo will be in Australia in July meeting with the leading agencies and producers to establish the BCMA Australia.

As the founder of Australian professional services group Hyro (now ASX: HYO), Claes is leading the establishment of the BCMA Australia with his experience of Australia’s creative sector: “Having worked at the frontline of the Australian advertising and new media industries throughout the 90s, I have seen the impact that Australian talent has had in media around the world. Branded entertainment is the future and I want to see Australia punch its weight.”

For further information: www.thebcma.info