CMC 2017 - Meet the Commissioners: Branded Content

Come and join us as commissioners from Mattel, Hasbro and Beano delve into what they're looking for from creators and producers, and their commissioning processes, when it comes to the ever-changing world of branded entertainment content.

Branded entertainment has become a cornerstone of the go-to-market strategy of most toy companies and publishers today. But how does it all work together? What comes first in the launch of a 360-degree brand — the must-have toy, the groundbreaking show, the bestselling book or the carefully seeded viral influencer campaign? Where do content creators and producers fit into this ecosystem and what happens once they're given a greenlight in this space? Our panel, through relating case studies and their personal experiences, will construct a clear picture for attendees.

Our panel, comprised of branded content experts Finn Arnesen (Hasbro Studios), Christopher Keenan (Mattel Creations) and Chris Rose (Beano Studios) and moderated by Lana Castleman (Kidscreen), will be full of real insight and actionable takeaways on how to open up this seemingly elusive world of content creation.