Deep Focus Launches ‘DFx’ Branded Content Offering

Deep Focus has announced the launch of DFx, a turnkey branded content offering housed within the full-service, digitally-led creative agency. DFx co-produces authentic, strategically-centered creative content for brands looking to make more meaningful connections with their consumers, and distributes content through collaborative partnerships with leading content creators and publishers. 

“Branded content has to be about more than the media it’s distributed within. As an industry, we’ve relegated content to a ‘value-add,’ without respecting the role content companies play in culture, and therefore, relevance to consumers,” said Ian Schafer, Deep Focus Founder and Chairman. “With DFx, we’re taking a quality-first approach to branded content. We want to help brands collaborate more quickly and effectively with media companies that people already trust to provide high-quality, relevant content. We believe it is possible to still build great brands by giving audiences more of the great content they deserve, through the channels they rely upon.”

The launch of DFx widens the breadth of Deep Focus’ existing content offerings, which include creative newsroom Moment Studio. Although DFx will focus exclusively on video content to start, the agency aims to incorporate additional media capabilities as it evolves and expands into global markets. Production is already underway on the first branded content series, set to launch this year for Nestlé Waters’ San Pellegrino.

“The DFx collaborative content creation and production model fills an important role in addressing new ways we go to market”, said Seona Skwara, Director of Digital, Social & Media at Nestlé Waters North America. “The offering allows us to extend our reach to consumers in a more relevant fashion and augment our already existing relationship with Deep Focus.”  

Eleven companies have signed on as launch partners: Bedrocket, Brit + Co, Collective Digital Studio, Electus Digital, Flavorpill, Language Media (including SKEEMatic and Dash Radio), Legendary Digital Networks, NowThis, POPSUGAR, Tastemade and What’s Trending. Serving as content co-creators, these strategic partners also provide a built-in distribution platform aimed at delivering clients the most targeted audience via the most efficient means possible.

“The DFx model also allows brands to have full visibility into where their content is distributed, enabling true transparency to the planning and buying process,” added Schafer. “It’s imperative for brands to know the consumers they’re reaching, particularly now when audiences are becoming increasingly more ad-avoidant.”

Brands looking to engage the DFx offering will also have access to one of the largest networks of physical production space. In addition to partners’ facilities, Deep Focus added an additional 95,000-square-feet of production and post-production facilities to its existing operations in Los Angeles in conjunction with its sister agency, Trailer Park, as part of its continued global growth.