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Asia's Content-Driven Directory
Bartle Bogle Hegarty (BBH) is one of the world’s most famous creative agencies. Founded in 1982 by John Bartle, Nigel Bogle, and John Hegarty, the agency has produced campaigns for many of the world’s most illustrious brands.
BBH India has announced the formation of the Content & Entertainment division which will focus on content and entertainment marketing.The division will offer services such as in-film and in-serial placements, other forms of branded content, and sponsorship of entertainment properties.
In terms of its global operations, BBH has already made a mark in branded entertainment with its LA and New York branches at the helm of campaigns such as The Google Music Tour, the Launch of Justin Bieber’s and Ariana Grande’s fragrances, and the ‘Gamekillers’ show on MTV for Axe.
“Entertainment is becoming very big today, more than it ever was. Whether through cinema, television, radio or digital, good entertaining content is something consumers are yearning for and are willing to pay for it,” said Subhash Kamath, CEO and Managing Partner, BBH India. “With this new offering we want to help brands enter this exciting world and create more engaging experiences for their consumers.”
Pranay Anthwal will head the new division. Previously at Starcom, Anthwal setup and ran the digital and entertainment divisions for six years, during which time over 150 films were marketed for studios like Sony Pictures, Buena Vista, Columbia Tristar and Disney.
Interestingly, as noted in Mumbrella Asia, the launch of the new division comes on the heels of an interview with Sir John Hegarty on the questionable value of content marketing.
“Can anybody tell me, in the last 10 years, a piece of content that people remember and can quote back?” said Hegarty, who was responsible for giving Audi ‘Vorsprung durch Technik’ in the 1980s and a string of other notable traditional ads.
In the interview, Hegarty was quoted BuzzFeed’s “Puppyhood” content marketing piece for dog food brand Purina. He responded: “Nobody I’ve ever spoken to has ever said: ‘Have you seen the BuzzFeed puppy?’”
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