The Branded Content Marketing Association will renew its media partnership with the Cannes Lions International Festival of Creativity in 2017. Focussing on Lions Entertainment – the event at Cannes Lions where the entertainment industry meets – the BCMA will work with Festival organisers to bring the brightest stars in branded entertainment into the conversation.
Following the success of the BCMA panel, ‘Back to the Future of Branded Content’ that told the incredible story of how BMW Films were created in 2001. The BCMA brought together the original team, including, ‘Mr BMW’, Jim McDowell, who shared some never before seen or discussed content about the series of eight short films that all but created the branded content category and set the stage for an entire industry.
The BCMA are planning to continue the ‘Back to the Future of Branded Content’ series with another world leading brand at this year’s Lions Entertainment Festival.
Andrew Canter, Global CEO of the BCMA said: “We are delighted to be partnering with Cannes Lions and to build upon the great success of the panel we hosted with BMW at the inaugural Lions Entertainment event. It is an extraordinary opportunity to share great stories from leading brands, agencies, producers and platforms.”
Louise Benson, Festival Director of Lions Entertainment added: “We’re delighted that the BCMA has chosen to team up once again with Lions Entertainment as a media partner. They are a key institution pointing to the future of the entertainment industry, and the roles that brands have to play in it. ”