Strategy and its sister publication Playback have paired up to launch the BCON Expo, examining the ever-changing world of branded content. The conference will look at how brands can create their own owned media and standalone content, leverage entertainment, editorial and event sponsorship, and integrate it all into existing and new media.

It will also play host to a series of break-out sessions called the New Brand Content Upfronts, which will look at what’s working now in the branded content world and offer a sneak peek at upcoming opportunities with companies in the broadcast, publishing and music space. Bell, CBC and Shaw Media have already signed on to participate.

“BCON Expo will serve to showcase the power and results of game-changing integration and brand-created content and demystify the process of selecting the right partner and how to work productively with them,” says Russell Goldstein, executive publisher of strategy.

The conference is co-chaired by Sunni Boot, president and CEO of ZenithOptimedia and Jeff Peeler, president and executive producer, Frantic Films, and will take place March 28 at the Westin Harbour Castle in Toronto. For more details visit: Bcon.strategyonline.ca.