SCHED* SXSW 2011 has ended
Sunday, March 13 • 2:00pm - 3:00pm
Branded Documentary: A Case Study, Concept to Cannes

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Marketers and filmmakers take note: branded film content is on the rise. As consumers sidestep traditional advertising, brands must connect with them in new ways. Many have begun to purvey magnetic content of their own -- often by telling real stories about the lives they change. Some of their richest content and biggest successes are coming from their work with documentary filmmakers, who are finding a new sustainability of their own through this meaningful commissioned work. But how do these projects happen? How is branded content best leveraged? And does it actually deliver? A Fortune 100 company recently commissioned Flow Nonfiction to create a branded documentary film surrounding a partnership with a non-profit; the concrete results for the brand were stunning. This panel's case study illuminates the trend, with a 360 view from the stakeholders and collaborators who made it happen, and a discussion of best practices for all players in this cresting niche.

avatar for Rebecca Dickson

Rebecca Dickson

Exec VP | DeVries Public Relations | Rebecca oversees the Home & Lifestyle division at DeVries PR that represents a collection of brands, including P&G’s Fabric Care portfolio, Gallo’s wine and spirits portfolio, Pepperidge Farm and Sam Adams. With more than sixteen years in the... Read More →
avatar for Matthew Krehbiel

Matthew Krehbiel

Asst Brand Mgr | Procter and Gamble | Matthew is passionate about building lasting relationships between consumers and the brands they buy. At Procter and Gamble, Matthew has responsibility for building long-term vision that integrates the brand’s strategic positioning with an ever... Read More →
avatar for David Modigliani

David Modigliani

Co Founder & Creative Dir | Flow Nonfiction | Texas Monthly recently named David Modigliani one of the "next great Texas directors." In 2009, he co-founded branded documentary powerhouse Flow Nonfiction. David's feature-length documentary, Crawford, about the tiny Texas town George... Read More →
avatar for Lisa Pearson

Lisa Pearson

Chief Marketing Officer | Bazaarvoice | As CMO of Bazaarvoice, Lisa Pearson understands the value of word of mouth. The company hosts consumer conversations across thousands sites every day – real people’s opinions that boost sales and improve products. Conversations like these... Read More →
avatar for Nikolas Traxler

Nikolas Traxler

Sr Content Producer | Y&R NY | Nik Traxler is a Senior Content Producer at Y&R New York brought on board in the fall of 2010 specifically to oversee all integrated projects for Y&R clients while also helping train producers across platform. Alongside producing content for Y&R clients... Read More →

Sunday March 13, 2011 2:00pm - 3:00pm
Austin Convention Center, Room 16AB 500 E Cesar Chavez St

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