Adweek: Massive MIPTV Event Will Add Sessions on Branded Content, in Partnership with Adweek

International gathering will take a deeper look at role of marketers

By Michael Bürgi

Adweek will be hitting the Croisette in Cannes, France, earlier than usual this spring. The magazine will be creating a track of content for April's MIPTV, the international content marketplace that attracts some 11,000 attendees from the entertainment industry.

For the first time, Adweek is partnering with MIPTV's organizers to program three sessions during the April 14 Digital Tracks portion of the program. The track, called "Brands, The New Programmers," examines branded content from all angles: the producer, the client, the agency, and the talent. It is part of MIPTV's Digital Talks, and will take place in the Palais des Festivals' Estrel Room between 9-11:30 a.m. local time.

The first session, called Video Is the New Black, features two case studies, one from TBWA Finland and one from Canada's Shaftsbury and Smokebomb Entertainment.

The second session, moderated by Adweek's editorial director James Cooper, is a panel discussion with three of the premier branded content agency executives: Olivier Gers of LiquidThread, Claudia Cahill of OMD and David Lang of Mindshare. Details of the final session are still being worked out.

MIPTV's Digital Talks is one element of an increased focus on digital content at what has historically been a global TV marketplace. And nowhere is that more evident than the MIP Digital Fronts, which will be held in the Grand Auditorium on April 15. At the Digital Fronts, a variety of global digital video players will showcase their content. Participants include: Screen Australia, YouTube, AwesomenessTV, Vox Media, DailyMotion, Vice, Collective Digital Studio, New Form Digital and Rooster Teeth.

"Original online content is playing an increasingly important role in the expanding TV ecosystem," said Laurine Garaude, director of the TV division of Reed MIDEM, the company behind MIPTV. "We are extremely excited about this second edition [of the Digital Fronts], which has a blockbuster lineup of the world's leading online platforms, MCNs and digital studios—who will be showcasing their newly minted digital originals along with appearances of the talent behind the content."

But MIPTV is not all digital. One of the keynote highlights will be Modern Family co-creator and executive producer Steven Levitan, who will help kick off MIPTV on April 13 at 11:30 a.m.

MIPTV's Brand of the Year honor, held in the Grand Auditorium on April 14 (right after Adweek's track), goes to Marriott International for its content work. Karine Timpone, global marketing officer and David Beebe, vp of Marriott Global Content Studio, will deliver a keynote address, along with some of the talent featured in Marriott's content.

Finally, immediately following that session, Havas CEO and chairman Yannick Bollore will deliver the Media Mastermind keynote, touching on the future of media and entertainment.

Drawing 11,000 attendees from all over the world, MIPTV takes place at the Palais des Festivals in Cannes from April 13-16. To register for MIPTV, go to miptv.com.

Read on Adweek: http://www.adweek.com/news/advertising-branding/massive-mip-tv-event-will-add-sessions-branded-content-partnership-adweek-163441