The consultancy will offer will look to offer expertise to advertisers looking to seize upon the growth of ad-funded programming and help to co-ordinate campaigns
Canter said: “A lot of disservice has been done in the area of branded content by for example, overpromising and comparing it directly to traditional forms of communication like advertising and sponsorship, or just using it as an ‘added value’ option.
“It’s not enough to focus solely on the content, although it is integral to success, for the use of branded content to make a difference it also has to be about understanding business objectives and the commercial value of content as an asset.”
Contentworx will work with an unrestricted roster of both production companies, clients and their agencies. It is currently in talks with clients from the entertainment, household products and music sector.
Canter added: “The key is understanding not just how brands operate but how consumers actually live today and how they select the brands and services they spend their money on.
“With the growth in the use of technology such as Sky+, brands have to find more innovative ways to capture an increasingly demanding and elusive consumer,” Canter said.
Canter helped launch Media Planning Group, a subsidiary of Havas, in 1996 after joining from Young & Rubicam. He remained there for eight years.
“At contentworx I will be bringing over 18 years of high level brand experience to the table. I believe this sets us apart from other players,” he added.
By Kunal Dutta