Is Branded Entertainment simply product placement and tag lines in scripts? Are we just overcomplicating, overindulging the advert? This workshop will explore the different elements of Branded Entertainment creation. Whether creating content with an awareness of its branding opportunity or working directly for a brand’s brief, creatives have a new territory and method of madness to explore. Branded Content is the land where fans are the target market, not where they’re sold out to. Knowing how to diversify the opportunities of digital space and classic formula narrative to encompass a brand’s message is key to success in today’s media landscape. This workshop will answer how creatives, producers, production companies, broadcast platforms and brands (agencies) work together to create top rate entertainment. Some say it’s ‘dancing with the devil’.
RACHEL MORDECAI, Producer and Digital Content Strategist
Writer, Producer, Creative Director, Digital Content Strategist and pop culture encyclopedia known for wit, quirk, slapstick and heart in original, innovative, mainstreamed packaging. Mordecai is a modern mind with classic influences creating programmes, platforms, destinations and even a channel across the media landscape that exists today to tell captivating stories, breakthrough stereotypes and unapologetically entertain. Most notably having worked and developed projects across MTV Networks (MTV, VH1, The-N, Noggin, Nickelodeon), Brad Grey TV, MySpaceTV, Fallon, Frengo Mobile and MTV Overdrive.
Mordecai is a go to for pop culture innovations, scripted addictions, multi-platform mindfucks, thinking outside the box yet staying in the lines, and – bottom line – making it work. She works consistently as a versatile team leader supportive of both collective and individual excellence on reality/factual series, scripted programming, live television productions and new media in corporate atmospheres and DIY space. Frequently consulting and brainstorming on ways of digital anarchy with brand consciousness in this new media world.
Recent history has had Mordecai writing for Orange’s “I Am” campaign (Fallon), creating The Skater Girl Project for The N (MTVN) in America – negotiating deals with the top Skateboarding Companies in the world and writing I Love Chieftown for MySpace TV. At present she serves as creator/writer/producer on Andee & Cooper an Endemol Digital Studios series, Creative Director of Celebrity High (US and UK) and dons a hat of Digital Strategy Consultant, Brand Strategist and Creative floating around the top ad agencies in the UK.
Her website is www.madebymordecai.com
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