CCI taps US brand strategist

Toronto-based production company CCI Entertainment wants to increase brand integrations with its properties, tapping LA-based entertainment brand strategist Suzy O'Hara for the job.

With an eye toward US-based multinational companies, Toronto’s CCI Entertainment is looking to attract sponsorship partners for its multiplatform properties.

To do so, the Toronto prodco has inked a deal with LA-based entertainment brand strategist Suzy O’Hara, who will head up CCI’s brand-building efforts in as-yet untapped areas.

‘New opportunities focus on being able to partner early on in development on all CCI shows to find elements that are organic to the property, and work for the brand; that are entertaining and engaging versus an ‘after the fact’ promotion,’ says Kristin Lecour, director, licensing and marketing, CCI Entertainment. The prodco, which develops children’s programming, family movies and factual entertainment, has had past success with Proctor & Gamble and General Foods.

O’Hara’s duties will include developing and presenting marketing and branded entertainment opps to advertisers in a range of media outlets and digital platforms. She’s well-equipped to tackle her new role, having spent 20 years at Disney developing franchises as well as serving in key positions in program development, broadcast marketing and distribution.

‘Many of the opportunities within the US will likely be tied to a larger North American strategy,’ Lecour tells MiC, adding that she and O’Hara will be working together in both the US and Canada.

O’Hara’s first focus will be on a duo of CCI kids properties: Artzooka!, a new live-action/CGI art series slated to hit the CBC this fall, and GeoFreakZ, a multiplatform experience that expands on the treasure-hunting sport of geocaching.

The opportunities on those two shows include product placement and promotional tie-ins to large-scale events, but Lecour says brands can have their sponsorship tailored and executed across all platforms.

From Playback Daily, with files from Media in Canada.