TORONTO, June 10, 2013 /CNW/ - Coinciding with the Banff World Media
Festival, Branded Content Television (BCT Inc.) launches today, headed
up by Carmen Lago, former Director of Brand Partnerships at Bell Media.
Ms. Lago leaves the corporate world to form and head up BCT along with
Tony Chapman, President and CEO of Capital C, who steps in as an
advisor and investor to the firm.
Branded Content Television's primary role is to create compelling
content that engages the consumer and travels effortlessly across his
or her entire ecosystem, regardless of the medium. The company will
connect with consumers where they watch, surf, search and shop while
weaving a client's brand effortlessly into the storyline. BCT will take
an active role in the creative process as storytellers and branded
content negotiators, partnering with networks and like-minded
production companies to bring these ideas and concepts to life.
In addition to creating original content, the company will work and
partner with brands to identify, package and negotiate the right
content and media deals in order to bring a brand a much higher ROI
than through traditional media ad buys.
"The only word I have to describe what lies ahead is tremendous
opportunity", says Carmen Lago, President of BCT. "I'm thrilled to be
in this new and exciting role and leaving the corporate world for this
entrepreneurial enterprise. Further, being validated and supported by
Tony Chapman through his investment and advisory role only adds to my
confidence and vision that this is the right time and place for me -
the opportunity is huge."
Ms. Lago has been in the branded content space for more than 15 years,
having worked at three of Canada's largest television networks and
forged ties with many networks and studios across the United States.
Her track record and reputation for developing creative ideas and
negotiating partnerships to create a win for the viewer, advertiser and
the network is unmatched in the industry.
BCT's first co-development deal is with Melissa DiMarco and Out There
Productions for "Totally Disorganized Woman", starring Melissa DiMarco. Within the next ten days the company will
announce a roster of co-development productions and deals.
"I am honoured that Carmen asked me to join her firm as an advisor and
investor to BCT," says Tony Chapman, Advisor and Story Crafter for BCT.
"She has an incredible opportunity to take advantage of the
unprecedented demand for brands to engage viewers within the content
they are watching, versus the ads they are fast forwarding."
Mr. Chapman has been in the branded content space for 20 years as the
founder and President of Capital C. Capital C was a pioneer in the
branded content space before there was even a name for it. The company
created and ushered in many memorable and award-winning campaigns for
international brands. The firm created the Land of Cadbury and a line
of premium Easter products that was aired and sold around the world.
They created Pop Life for Pepsi Co, in its time the largest teen magazine, Kraft Hockeyville,
Pepsi Bring Home the Stanley Cup, Nissan Innovation Challenge, Dove
Sleepover for self esteem, Becel Love Your Heart Concert and
Bridezilla, a viral film that dominated pop culture for almost three
Branded Content Television will be headquartered in Toronto at Frantic
Films, 46 Spadina Ave, Suite 100, and can be found on the web at bctinc.ca.
Image with caption: "Carmen Lago, BCT Co-Founder & President with Tony Chapman, Co-Founder & Story Crafter. (CNW Group/Branded Content Television)". Image available at: http://photos.newswire.ca/images/download/20130610_C6712_PHOTO_EN_27808.jpg
SOURCE: Branded Content Television
For further information:
Branded Content Television