Ten generates big bucks with integration

By Brendan Coyne | 26 September 2013
Homeland.

Ten has struck eight new integrated sponsorship deals. Ford, Mazda, Gillette and SodaStream are on the books. Kylie Rogers, national head of Generate, the network's new premium division, said integration's where the money is at. She's eyeing more.

Some of the TV network's integrated units have suggested that they have up to 30 briefs in play at the moment. Rogers told AdNews that she had not heard that number but was “overwhelmed” by the market response to since Ten launched the Generate unit.

She said Ten's work with Procter & Gamble brand Gillette on the Bachelor – which combined an online survey, building a website, TVCs, a short film and digital assets across Ten - showed Generate was in “full swing with content production”.

News Corp's assets were also brought into play via News Digital.

“Generate is about brand storytelling and amplification across our assets and third party assets when required,” said Rogers. “It's about sponsorship innovation.”

Despite staffing the unit with creatives and content producers she stressed it wasn't about cutting out agency middlemen but delivering for clients.

“Premium activity and activation is leading the client conversation and the agency conversation and what the networks can deliver will determine the share it will get.”

Next off the blocks are “content vignettes” for Mazda that integrate with Homeland. The first plays on Carrie Mathison (one of the central characters) and her obsession with Abu Nazir, plotting intel on his movements on a pinboard.

“So we're using the pinboard in the ads, but bringing together parts of a Mazda CX-5.” The next story, she said, involves CCTV. The pieces, said Rogers, had “taken on lives of their own.”

After that it's Sodastream in October. Working with Vizeum and Ten the brand will launch three ads and test to see which is the most successful.

These ads will run across multiple platforms but Rogers said while cross platform was the old buzzword, Generate's model was “not cross platform but about ideas that live across multiple screens.”

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