1 Eaton Square Terenure Dublin 6W Ireland
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Brand Led Content is a branded content consultancy created by Donogh Lane (of The Brand Led Growth Consultancy) in partnership with
Scott Paton (formerly of Saatchi and Saatchi London), which works on behalf of brand owners in developing and executing branded content
activity, in conjunction with production and media partners.
Increasing media fragmentation and online video consumption is making it harder to reach consumers with advertising alone. Consequently,
more and more brands are using branded content (also known as branded entertainment) to drive stronger engagement with consumers.
This is where brands create appealing content for public consumption, which also carries specific brand values and messages and helps
to deepen the consumer relationship with the brand.
Branded content is also an increasingly important tool in engaging consumers on social media, or to quote the title of a recent AOL/Nielsen
joint study, “Content is the fuel of the social web”.
At Brand Led Content, we work with brand owners to assess the role branded content can play within their communication strategy, work with
potential content production partners to develop content ideas that are relevant to the brand, and orchestrate the multiple players needed
to develop and distribute the content within the context of a marketing leveraging programme - brand owners, writers, producers, legal,
media owners, and creative and media agencies.
Examples of projects completed by Donogh and Scott include:
Diageo’s first feature length movie
Focal point of through-the-line
brand activity in Africa, leading to
doubling of brand volume
Ireland’s first 3D branded content,
where viewer experiences what its
like to play for Ireland
2 x 5 min movies featuring real life
players, coaches, TV pundits
Weekly TV football magazine show
48 x 30 minutes
Broadcast in multiple countries
Leading web reference site for
stylish bars around the world
#1 Google ranking on “bars”
Wholly owned Jameson property