Branded content takes hold

The international Branded Content Marketing Association (BMCA) is to add an Australian chapter to its UK and US wings, as Australian media agencies lead the wave of increasing local interest in branded entertainment.

UK founder Claes Loberg, who set up Australian interactive agency Hyro before founding branded entertainment group Cocojambo in the UK and the US, said he had been surprised by the response he received from media agencies.

An Australian panel of the BCMA is expected to be formed within six weeks. Carat investment and development director James Parkinson and Network Ten group strategy manager Brian Gallagher are tipped to take leading roles in the group.

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