Coinciding with the Banff World Media Festival, Branded Content Television (BCT Inc.) launches today, headed up by Carmen Lago, former Director of Brand Partnerships at Bell Media. Ms. Lago leaves the corporate world to form and head up BCT along with Tony Chapman, President and CEO of Capital C, who steps in as an advisor and investor to the firm.
Branded Content Television's primary role is to create compelling content that engages the consumer and travels effortlessly across his or her entire ecosystem, regardless of the medium. The company will connect with consumers where they watch, surf, search and shop while weaving a client's brand effortlessly into the storyline. BCT will take an active role in the creative process as storytellers and branded content negotiators, partnering with networks and like-minded production companies to bring these ideas and concepts to life.
In addition to creating original content, the company will work and partner with brands to identify, package and negotiate the right content and media deals in order to bring a brand a much higher ROI than through traditional media ad buys.
"The only word I have to describe what lies ahead is tremendous opportunity", says Carmen Lago, President of BCT. "I'm thrilled to be in this new and exciting role and leaving the corporate world for this entrepreneurial enterprise. Further, being validated and supported by Tony Chapman through his investment and advisory role only adds to my confidence and vision that this is the right time and place for me - the opportunity is huge."
Ms. Lago has been in the branded content space for more than 15 years, having worked at three of Canada's largest television networks and forged ties with many networks and studios across the United States. Her track record and reputation for developing creative ideas and negotiating partnerships to create a win for the viewer, advertiser and the network is unmatched in the industry.
BCT's first co-development deal is with Melissa DiMarco and Out There Productions for "Totally Disorganized Woman", starring Melissa DiMarco. Within the next ten days the company will announce a roster of co-development productions and deals.
"I am honoured that Carmen asked me to join her firm as an advisor and investor to BCT," says Tony Chapman, Advisor and Story Crafter for BCT. "She has an incredible opportunity to take advantage of the unprecedented demand for brands to engage viewers within the content they are watching, versus the ads they are fast forwarding."
Mr. Chapman has been in the branded content space for 20 years as the founder and President of Capital C. Capital C was a pioneer in the branded content space before there was even a name for it. The company created and ushered in many memorable and award-winning campaigns for international brands. The firm created the Land of Cadbury and a line of premium Easter products that was aired and sold around the world. They created Pop Life for Pepsi Co, in its time the largest teen magazine, Kraft Hockeyville, Pepsi Bring Home the Stanley Cup, Nissan Innovation Challenge, Dove Sleepover for self esteem, Becel Love Your Heart Concert and Bridezilla, a viral film that dominated pop culture for almost three weeks.