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 & sponsorship

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Uk Production Lounge: Claire Heys

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