Endemol UK is following in the recent record industry trend of setting up brand partnership divisions, with the launch of New State, which will work to secure brand partners for TV and digital media content.
It’s kind of surprising this hasn’t happened sooner, but it will be interesting to see how this affects experiential budgets and activity - sadly, it’s very likely that existing budgets will be shifted (which is already happening) rather than new budgets allocated.
Lets take music as an obvious example, and Nokia as a brand. Instead of Nokia really kicking consumers a**s with both the Nokia Green Room, and giving punters the chance to have their own Green Room experience at events across the country, it’ll probably mean that we get less tangible interaction with the brand and more intangible interaction via a screen of some sort (which in my opinion is much easier to ignore unless it REALLY tickles your b**ls).