Announcing The Festival Of Branded Entertainment

Tim Burrowes

September 27, 2012 12:48

Mumbrella and sister title Encore magazine have today announced the launch of The Festival of Branded Entertainment to take place in Sydney on Tuesday November 20.

The event – the first of its type in Australia – will offer case studies, discussions and practical guidance on developing, creating and distributing branded entertainment content through traditional and new channels. There will also be screenings of the best branded content from Australia and around the world, and conclude with the inaugural Australasian Branded Entertainment Awards.

Branded entertainment is one of the fastest growing sectors of the marketing and content industries. At this year’s Mumbrella360 conference, media agency Starcom flew in global expert Brian Terkelson for a session which also featured Red Dog producer Nelson Woss and Nine’s head of development Adrian Swift. And Mumbrella360 concluded with Brand Rolled, a screening of the best brand funded content seen online curated by Vice magazine.

This year saw the Cannes Lions introduce branded entertainment as a new category for the competition. A project for Qantas, The Great Crusade, created by Finch and Wonder won a gold. Host’s Kiwisceptics campaign for Air New Zealand and a campaign for Jacob’s Creek by CumminsRoss both won bronzes.

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

2 COMMENTS

mumbrella 28 Sep 12

A quick update: I’m delighted we have had such a big response – more than 30 people have already been in touch since we posted this story. So please do bear with us if we don’t get back to you immediately.

Cheers,

Tim – Mumbrella

Glenn Wilkinson 29 Sep 12

Looking forward to the festival, keep me informed.

User ID not verified.