BOBCM London Launch at DigitasLBi

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Attendees at BOBCM Launch

Yesterday DigitasLBi kindly hosted the launch of the second edition of our BOBCM ebook series that that was produced in partnership with the BCMADMC and New Media Works. There was a simultaneous launch at MRY‘s offices in New York.

BCMA's Andrew Canter
BCMA’s Andrew Canter

The BCMA‘s Andrew Canter was MC and the format included a series of short presentations from the key UK contributors to the ebook that was followed by a panel session on the future of branded content.

DigitasLBi's Mike Clear
DigitasLBi’s Mike Clear


DigitasLBi’s Head of Branded Content Mike Clear kicked off the proceedings with an overview of their  Xperia™ Z Vs The Northern Lights: From Under Other Stars project for Sony that’s featured in the ebook.

Adjust Your Set's Christopher Lockwood
Adjust Your Set’s Christopher Lockwood

Next up was Adjust Your Set‘s Editorial & Publishing Director Christopher Lockwood who explained how their Carphone Warehouse campaign, “Smarter World” helped changed their core consumers about the perceptions of the brand.

Unruly's Cat Jones
Unruly’s Cat Jones

It was then the turn of Cat Jones, Head of Business Development at Unruly Media who gave us their fascinating perspective on how to do successful Social Video content based on their “Top 7 Social Video Trends” report.

Somethin' Else's Steve Ackerman
Somethin’ Else’s Steve Ackerman

We then heard from Somethin’ Else‘s Managing Director Steve Ackerman about their work for Chivas Mashtun Art of Hosting campaign.

Tenthwave's Justin Kirby
Tenthwave’s Justin Kirby

Finally, I showcased the “Race of Gentlemen” campaign for Duct Tape by my US colleagues at Tenthwave, and also explained the background to the BOBCM ebook and the collaborative nature of the wider communication programme.

Panel Discussion
Panel Discussion

The following panel session provided a lively debate about the work presented and the experts views on what the future of branded content might end up looking like. There were also spontaneous ‘vox pops’ about what the audience thought “would change and what would stay the same over the next 5-years” for branded content: