Fremantle and BBH have announced a new creative partnership focused on bringing the best creative minds in television and advertising together to create powerful formats with brand relevance baked in.
In an era of ad-blocking and a demand for high-quality content, the two companies brought together a selection of their top creative talent for a unique development workshop with a brief to create brilliant entertainment with top tier brands in mind. The team developed a slate of TV and digital formats which target specific audiences and deliver impact for a range of product and service categories. The slate was inspired by the buying mandates of network, cable, and digital platforms in tandem with relevant marketing and brand storytelling challenges. With their combined knowledge and experience, both companies believe that this workshop format is incredibly effective for collaboration and have planned phase two for the Fall.
At Cannes Lions last month, Fremantle and BBH gave a selection of brands a sneak peek of the format slate ahead of six shows being taken out to market this summer in both the US and UK, including a studio game show with new technology at its heart; a cooking series with an adventurous twist and a brand new game-show which puts first-time parenting in the spotlight.
Samantha Glynne, VP branded entertainment, Fremantle, said: "Fremantle has long-been a pioneer in the branded space and we are constantly looking for new ways to put brands at the heart of our storytelling. We’re delighted to partner with BBH on these workshops to explore a new approach to original format creation with baked-in brand opportunity and exciting new routes to market.”
William Swann, head of entertainment, BBH, said: “BBH’s goal is to help brands partner with entertainment specialists to develop content that resonates with global audiences. This is a model that puts story first, creating top quality non-scripted content that is not reliant on majority brand funding to be attractive to buyers. Fremantle understands the appetite for this model and have been incredible, creative partners.”
Fremantle is one of the largest and most successful creators, producers and distributors of scripted and unscripted content in the world. With an outstanding international network of production teams, companies and labels in over 30 countries, Fremantle is well-placed to deliver exceptional storytelling to global audiences. BBH LA is a modern agency with a story-first mentality, focused on tackling big brand thinking alongside non-traditional advertising, and infusing BBH thinking into Hollywood and Silicon Beach. The agency specialises in the intersection of advertising, technology and entertainment. Clients include E!, Google, Unilever, T-Mobile, Depeche Mode, Civic Nation and March For Our Lives among others.