TORONTO – Carmen Lago, former director of brand partnerships at Bell Media, announced the launch a new venture called Branded Content Television on Monday during the opening day of the Banff World Media Festival.
BCT will work with clients to and also partner with networks and production companies to create content that weaves a client’s brand into the storyline. 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 deliver a higher ROI than through traditional media ad buys.
Lago will be joined Tony Chapman, president and CEO of Capital C, who will act an advisor and investor to the firm. BCT’s first co-development deal is with Melissa DiMarco and Out There Productions for Totally Disorganized Woman, starring DiMarco.
The company, which will be headquartered at Toronto’s Frantic Films location, said it will announce a roster of co-development productions and deals in the coming days.
