Uk Production Lounge: Claire Heys

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A presentation by Claire Heys, Commercial Partnerships Director, Tiger Aspect at the Linkedin UK Production Lounge in April 2010 regarding product placement, advertiser funded programming, Branded TV …

A presentation by Claire Heys, Commercial Partnerships Director, Tiger Aspect at the Linkedin UK Production Lounge in April 2010 regarding product placement, advertiser funded programming, Branded TV & sponsorship

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Transcript

  • 1. Claire HeysDirector, Commercial Partnerships
    How to build successfulcontent partnerships between advertisers, broadcasters & producers
  • 2. Tiger Aspect
    Charlie & Lola
    Restoration Man
    The Vicar of Dibley
    Robin Hood
  • 3. What is difference between…
    Branded Content
    Content creator
    Build content partnership by funding a production
    Opportunity to gain rights position or revenue share
    Opportunity to license TV brand off air
    Sponsorship
    Programme “badge”
    Airtime deal based around traditional media value
    None
    None
  • 4. The Process
    1st step Strategic
    Understand brand’s business objectives
    Understand what success will look like
    2nd step Business
    Create enough value for brand by using all platforms
    Negotiate rights & programme license package
    3rd step Creative
    Work out creative idea, format & communication messages
    Ensure brand understands the commissioning process
  • 5. Five @ 8pm (October 2009)
    8 x 60 mins
  • 6. Britain’s Best Brain
    Nintendo objective:
    • mobilise key group of potential customers
    • 7. bring together “traditional puzzlers” with games consoles
    • 8. strategy to communicate brain training games
    Campaign involved:
    • TV (8 x 60min)
    • 9. Online game
    • 10. Experiential tour
    • 11. Recruitment of contestants via public auditions
  • Experiential Tour / TV Casting
  • 12.
  • 13.
  • 14.
  • 15. Results
    Reversal of 5% decline in sales year on year
    Achieved 24% growth in associated software sales
  • 16. Product Placement
    How do I do it?
    What do I look out for?
  • 17. The Big 5 Rules
    Broadcasters must maintain independent editorial control over programming
    Broadcasters must ensure that editorial content is distinct from advertising
    Surreptitious advertising is prohibited.
    Products, services and trade marks must not be promoted in programming.
    No undue prominence may be given in programming to a product, service or trade mark.
  • 18. Undue Prominence
    the presence of a product in programming where there is no editorial justification
    the manner in which a product appears or is referred to in programming
  • 19. Where is it allowed?
    PP allowed in
    films
    series made for television (or other audiovisual media services)
    sports programmes
    light entertainment programmes.
  • 20. Where is it allowed?
    PP allowed in
    films
    series made for television (or other audiovisual media services)
    sports programmes
    light entertainment programmes.
    PP not allowed in
    news programmes
    children’s programmes.
    BBC programmes
    religious programmes
    consumer advice
    current affairs
  • 21. Prohibited Products
    alcoholic drinks
    foods or drinks high in fat, salt or sugar (“HFSS”)
    gambling
    infant formula (baby milk), including follow-on formula
    all medicinal products
    cigarettes
    any product that is not allowed to be advertised on television.
  • 22. Key Questions to ask
  • 23. Conflict
    Is the series already sponsored?
    Competing categories?
    Prop placement?
  • 24. Value
    Who does the evaluation?
    Payment schedule:
    50% on signature
    50% on TX/evaluation
  • 25. Campaign
    How does the partnership work outside of the TV content?
    Online
    Retail
    Licensing
    Talent
    Airtime deal
  • 26. Thank you
    CONTACT
    Claire Heys
    Director, Commercial Partnerships
    Tiger Aspect
    Direct Line: 44.207.529.9486
    Mobile: 44.777.594.2279
    Email: claireheys@tigeraspect.co.uk