OGILVY CEO MILES YOUNG TO KEYNOTE AT BRANDED ENTERTAINMENT SUMMIT

PARIS, Feb. 22, 2011 /PRNewswire/ -- MIPTV 2011 will present the first Brand of the Year Award (April 5), as part of its two-day Branded Entertainment Summit (April 5-6), which will see Ogilvy & Mather Worldwide CEO, Miles Young, deliver a keynote address.

The new award will be presented to an international brand for its outstanding contribution to the development and production of brand-related content. The winner will be chosen by an international jury made up of leading figures from the production and advertising sectors, including Doug Scott of Ogilvy Entertainment, Ben Silverman of Electus, the director Brett Ratner and Robert Friedman of @radical.media. This award underlines MIPTV's recognition of the growing impact of branded entertainment in the global television industry.

As part of the Branded Entertainment Summit, Miles Young will outline why consumer distrust of branded content is fading, thanks to the increasingly sophisticated methods of producers in involving brands in different entertainment formats and associating them with content.

The Branded Entertainment Summit will bring together leading brands, content producers, broadcasters, advertising agencies and key companies in the digital sphere, for two days of conferences, screenings and pitching sessions where producers will promote their ideas to brand managers.

The Branded Entertainment Summit is organised in association with the Branded Content Marketing Association (BCMA) and sponsored by Ogilvy.

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Note to editors

ABOUT REED MIDEM

Founded in 1963, Reed MIDEM is a leading organiser of professional, international tradeshows. Reed MIDEM events have established themselves as key dates in professional diaries. The company hosts MIPTV, MIPDOC, MIPCOM, and MIPJUNIOR for the television and digital content industries, MIDEM for music professionals, MIPIM, MIPIM Asia, MIPIM HORIZONS and MAPIC for the property and retail real estate sectors.

Reed Exhibitions is the world's leading events organiser, with over 460 events in 36 countries covering 44 industry sectors. In 2010 Reed brought together over seven million active event participants from around the world generating billions of dollars in business. Today Reed events are held throughout the Americas, Europe, the Middle East and Asia Pacific, and organised by 34 fully staffed offices.

4-7 April 2011, Palais des Festivals, Cannes

SOURCE Reed MIDEM

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