Global branded entertainment trade group formed

LOS ANGELES - The branded entertainment business is about to get more organized.

The Branded Content Marketing Association has formed a chapter in the U.S. and has appointed Hollywood producer Peter Guber and Madison Avenue executive Cindy Gallop to serve as chairmen of the board.

A former head of Sony Pictures, Mr. Guber is currently chairman-CEO of Mandalay Entertainment, which produced the films Sleepy Hollow, Beyond Borders and MGM's upcoming action movie Into the Blue. Last year, the Los Angeles-based company formed Mandalay Branded Entertainment, but the unit was recently dissolved so that the company's other divisions, including Mandalay Pictures, Mandalay Television and Mandalay Sports Action Entertainment, could develop advertainment projects on their own.

Ms. Gallop is the chairman of advertising agency Bartle Bogle Hegarty U.S. in New York, which is 49% owned by Publicis Groupe.

The BCMA describes itself as a global network of advertisers, agencies and entertainment producers who influence the growth of the branded content industry around the world, and is looking to promote and advance the advertainment business across all forms of media and events.

With the addition of the U.S., the new chapter is expected to provide the BMCA's membership with a greater link between production talent and brands around the world, said Claes Loberg, CEO of London-based branded entertainment shop Cocojambo and founding member of BCMA U.K. and BCMA Australia.

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