Audiovisual Branded Entertainment: How to Get Your Project off the Ground?

Screening Room Audiovisual Mídia e Entretenimento Branding Consumo Publicidade e Marketing

Branded Entertainment is about co-creating new IP at the convergence of brands, causes, independent production and vehicles. It doesn't use a campaign method, but an IP development method. In the US market, BE, involving long formats, is gaining more and more scale and respectability. Brands from all segments are already in this ecosystem, taking on an increasingly prominent role as funders and co-creators. And they are aware that they need to create more relevance to win the attention of an audience that is more impatient than ever with interruption. The aim of this masterclass will be to explore the phenomenon of Branded Entertainment, where brands, creators and producers come together to create unique and engaging entertainment experiences. How do you build an intellectual property that positions the brand's narrative arc, makes its territory clear and engages the community of interest? What are the specifics in terms of language, negotiations with channels and platforms and the val

Speakers

Fernanda Menegotto | Palestrante

Journalist, entrepreneur and executive-producer, Fernanda is a Branded Entertainment video expert. She is Founder at FMM and Co-founder at Vbrand - a Branded Entertainment consultancy Company part of InPress Group/Omnicom. Executive-producer at series and documentaries for global Brands such as GSK, Repsol, Hospital Albert Einstein, Casa Hunter, Uber. In the past, worked at Globo TV and Google’s Creative Lab EMEA (video unit). MA in Media Management at the University of Westminster (UK); post-graduated in Environmental Management (Coppe) and Digital Marketing Specialist (General Assembly UK). TEDx Speaker in 2021. Since last year, works as a guest teacher at IAG-PUC RJ.

Bárbara Bono | Palestrante

Babi Bono is a creative activist, CCO and founder of Lemme.Cria, a strategic consultancy and creative methodology, which seeks Communication and Narrative solutions for the world's contemporary challenges. The hub works on the pillars of Climate, Territories and Innovation to help brands, organizations and influencers combine creativity with the ability to transform realities, while telling good stories. Stories that everyone wants to see and that don't interrupt people's lives.