Avi Savar Named Inaugural President of Cannes Branded Content Jury
Setting the benchmark for creative excellence in communications, the International Festival of Creativity – Cannes Lions – will reward creativity in branded content & entertainment, defined as the creation of, or natural integration into, original content by a brand. Avi Savar, Founder and Chief Creative Officer of Big Fuel, a full-service global social media marketing and communications company based in New York that takes brands from content to commerce, will chair the inaugural Branded Content & Entertainment Lions Jury.
The purpose of branded content and entertainment is to deliver marketing messages by engaging consumers via relevant content platforms rather than traditional advertising methods.
Entrants to the Branded Content & Entertainment Lions category will demonstrate how a brand has successfully worked independently or in association with a content producer or publisher to develop and create or co-create entertaining and engaging content for their audience. This could be either by creating original content or programming for a brand or by naturally integrating a brand into existing formats by partnering with a publisher or media partner.
Entries should demonstrate how consumer insight successfully integrated into original content drives audience engagement and creates synergy across paid, owned and earned media.
Entries to Branded Content & Entertainment Lions might leverage a single media channel, such as web video or broadcast, but may also use multiple platforms to deliver content to audiences across various channels, including: radio, magazines, books, gaming, music, video, mobile, social, community, blogs, experiential events, and more.
Since the use of branded content & entertainment differs from one country to another, entrants will be required to describe the current situation around branded content & entertainment in their country or the region where the campaign appeared, including any restrictions or regulations imposed by TV stations, broadcasting companies, government or other regulating body.
The first Branded Content & Entertainment Lions jury will be chaired by Avi Savar, Founder and Chief Creative Officer of Big Fuel, who will lead nine branded content & entertainment experts from around the world. Avi launched Big Fuel, a pure-play social media agency designed for the needs of large brands, in 2004. What started as a one-man “branded content studio” has today grown into the largest social media agency in the world – with clients that include: T-Mobile, Sherton, Westin, Starwood Preferred Guest, The Children’s Place, Nurtisystem, Bacardi, Gore-Tex, Citi, Clorox, Anheuser-Busch InBev and Philips. In June 2011, Avi led Big Fuel to a successful acquisition by French media giant Publicis Groupe thus giving Big Fuel a global footprint and making it the most dominant social media agency worldwide.
Avi Savar has spent his professional career connecting with and motivating audiences through content. He has created highly stylised programming for companies such as USA Networks, Fox, USA, Columbia Tri-Star, and Showtime Networks. Prior to launching Big Fuel, Avi served as a Producer for ABC’s ‘Good Morning America’ before being tapped to create and develop breakthrough entertainment-based programming for both MTV Networks and VH1.
“The International Festival of Creativity at Cannes is the premier advertising award show. I’m honoured and excited to participate and look forward to the celebration of branded content & entertainment as part of it,” said Avi upon his appointment. “As Jury President I hope to guide the process in a way that will inspire people to create innovative and immersive content.”
Philip Thomas, CEO of Cannes Lions commented, “Branded content & entertainment has become key to brand communication that creatively engages with consumers. Therefore to include it in Cannes Lions is important not only for the continued development of the Festival as a global celebration of creativity in communications, but to also give due recognition of the convergence of marketing and entertainment.”
“We are delighted to count on the expertise of Avi Savar, an innovator whose work continues to influence the shape of brand communications, media and customer engagement, to guide and set the standard of this new category in its inaugural year,” he continued.
The Branded Content & Entertainment Lions winners will be announced on Saturday 23 June, in Cannes, alongside the Film, Craft, Titanium and Integrated winners. Additional information on Branded Content & Entertainment Lions will be available when entries open on 26 January.
Branded Content & Entertainment, together with the already announced new Mobile Lions section, brings the total number of Cannes Lions awards categories to 15.
For more information on Cannes Lions 2012 or to register to attend, please visit www.canneslions.com.
Read MoreCase Study: Colgate Wisp
How Colgate Used Online Video, Social Media and Mobile to Drive Engagement and Purchase Intent
Colgate-Palmolive had a unique marketing challenge in launching Colgate Wisp, its new mini disposable toothbrush. Colgate began introducing the mini brush in April 2009 with help from Big Fuel, a social media marketing agency. The mini brush created a new product category for Colgate and meant marketing to a young, urban target—18- to 25-year-old men and women—a demographic the personal care giant doesn’t typically focus dedicated attention on. It was clear that the company needed to figure out how to introduce the product into relevant conversations and contexts where its college student and young professional target hangs out.
Read the full article on eMarketer.com
Read MoreSpotlight Presentation: A New Seat at the Table
I had the good fortune of participating in Digiday:SOCIAL in Los Angeles. It was a terrific event with some very relevant information… In addition to sitting on a few panels, I had the opportunity to speak for 20 minutes on the subject of Social Marketing — and why there is a need for a dedicated Social Media Agency.
Historically, brands have sought different expertise to effectively deliver messages across different communications channels. From traditional advertising, to direct marketing, to digital, to search. Over time, new channels of communication have given birth to new marketing disciplines. Social Media is a channel of communication, a channel driven by “people stories”. This new “consumer-driven” channel is different from any we’ve seen before and requires a new way of thinking. It requires expertise that differs from any other market channel.
It requires “A New Seat at the Table.”
Presented by: Avi Savar, Founder and CEO of Big Fuel Communications.
Read MoreBranded Apps: Best Practices
Spotlight Presentation — From Content to Commerce: Branded Apps
On December 10, 2009 I spoke at the digiday:APPS conference in Los Angeles. This is the presentation I made discussing best practices for brands looking for opportunities in social and mobile applications. I shared some basic principles for success across the branded content spectrum . Does your app pass the 6am test? Who’s App is Anyway? If You Build it Will They Come? These are the key topics helping take your app from content… to commerce.
A New Seat: Consumer Engagment
A New Seat
New marketing disciplines have emerged over time, as new channels of communication were developed.
The first traditional advertising agency was established in 1852 to help brands generate awareness through channels like newspapers, eventually radio… and later television.
As technology evolved, so did the need for more expertise. 1962 gave birth to direct marketing. Helping brands generate sales through channels like: telephone, mail, and catalogs.
1993 saw digital agencies join the marketing table to help brands navigate another new channel: the Internet.
By 2001, web 1.0 gave way to web 2.0 and for the first time people could control what messages they let into their lives and which they shared with the world.
People became their own channel.
Historically, brands have sought expertise to effectively deliver messages across different communications channels. This new “consumer-driven” channel requires a new seat at the table. It’s called…
Consumer Engagement.
Read MoreAbout Me
Proud father, devoted husband, Founder and Chief Creative Officer of Big Fuel, a full-service marketing and communications company based in New York that takes brands from Content To Commerce.
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