As distribution channels widen and digital grows by leaps and bounds, ZenithOptimedia is establishing a global division for branded entertainment to meet the new demand.

Called Newcast, the division was launched in the UK two years ago and has spread across the globe in the months since. Sunni Boot, president and CEO, ZenithOptimedia in Canada, says that the Canadian operation is looking into aligning its current branded entertainment division, Skibo Entertainment, with Newcast in 2010 but a launch date and strategy are still under consideration.

‘I’m a big, big believer that this is where content is going,’ she says. ‘Zenith Toronto does have the nucleus of a branded entertainment division and it will be consistent with the global standard for Zenith. We are leaders in this area.’

The goal of establishing the division under the Newcast brand will be to align ZenithOptimedia’s branded entertainment strategies in Canada with global standards and best practices, she says. Now that distribution channels have widened, and digital has become so widespread, it has significantly opened up the opportunities for this type of media strategy and represents an area of growth for the agency, she explains.

‘I really believe that it’s going to be a big part of future communications plans for clients,’ she continues. ‘So I’m very excited.’