In February MIPTV announced the first Brand of the Year Award, which will be presented at MIPTV 2011 in April at the Branded Entertainment Summit (April 5-6). The award will be presented to an international brand for its outstanding contribution to the development and production of branded entertainment.

Marie Devlin, Senior Vice-President Global Advertising, Media and Sponsorships, American Express (photo left) received the award for American Express. I wonder if the award is cable ready? On hand and photo right is Miles Young, Global CEO of Ogilvy & Mather Worldwide.

Anne de Kerckhove, Director of the Entertainment Division Reed MIDEM (photo center) stated the power of branded entertainment content has really taken off in the last twelve months. Madame Director went on to say branded entertainment content has come a long way from it's roots in soap operas. Well that is true some attempts are not quite ready for prime time and should have been left on the cutting room floor Dove dropped the ball in Mad Men.

To it's credit American Express has been consistent in its message. Not only that, American Express is holding a high bar for other brands to to reach for, thus innovation is making branded entertainment content a new star in prime time television. I will go out on a limb and say you are living under a rock if you did not see the Glee character Sue in this commercial Don't be a Sue.

By using star power in a good way and social tools like Facebook [page] the Members Project (even non card holders can get involved) is a powerful engine for doing good. And for putting American Express in your wallet. But Wait There's More! (i'm evil) As if the partnership Glee/Members Project was not enough to qualify for an award American Express left no genre out; Music, Movies, fashion and sports.

A round of applause for American Express and MIPTV. Congratulations American Express.

Credits:
Photo: MIPTV
(photo left) Marie Devlin, Senior Vice-President Global Advertising, Media and Sponsorships, American Express;
(photo center) Anne de Kerckhove, Director of the Entertainment Division, Reed MIDEM;
(photo right) Miles Young, Global CEO of Ogilvy & Mather Worldwide.

Highlight Reel: MIPTV: Branded Entertainment Summit: Branding the future