BE Festival expands its award segments

Be Festival, an event organized by Mumbrella and Encore to recognize outstanding branded entertainment productions, is expanding its showcase to include brand-funded content as well as native advertising.

The day-long event will include case studies, forums, workshops, as well as other topics related to branded entertainment.

Be Festival, which is slated for October, will also screen outstanding branded content from the APAC region and around the world. The event concludes with the Branded Entertainment Awards.

Last year’s festival was held in the Museum of Contemporary Art in Sydney. There were 200 industry specialists in attendance. This year’s venue has yet to be announced.

“This year’s Festival is a celebration of branded entertainment and brand funded content in all its creative breadth and ingenuity,” said Mumbrella’s Cathie McGinn, the curator of this year’s event.

She continued: “One of the key ambitions is to connect content creators with marketers, as well as helping the market to understand how to analyse effectiveness and set expectations for ROI on this kind of content, looking at ways to provide the industry with tools, information and guidance to help them create better, and more effective work. We’ll also be looking at non-screen content like music and events, along with screen projects.”

For more information about Be Festival, please visit this link.