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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 VPDeVries Public RelationsRebecca 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 industry... Read More →
avatar for Matthew Krehbiel

Matthew Krehbiel

Asst Brand MgrProcter and GambleMatthew 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 evolving... Read More →
avatar for David Modigliani

David Modigliani

Co Founder & Creative DirFlow NonfictionTexas 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 Bush... Read More →
avatar for Lisa Pearson

Lisa Pearson

Chief Marketing OfficerBazaarvoiceAs 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 are... Read More →
avatar for Nikolas Traxler

Nikolas Traxler

Sr Content ProducerY&R NYNik 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, Nik... Read More →

Sunday March 13, 2011 2:00pm - 3:00pm CDT
Austin Convention Center, Room 16AB

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