Branded content space gets busy

Staff Writer

Competition in the branded content space is heating up, with Authentic Entertainment rejigging their business to defend against the newcomer Emotive Content.

Emotive was founded by former Authentic CEO Simon Joyce, with the backing of ARN, and this week has celebrated it’s first 100 days of operation.

And for a company who spend a lot of time in the online space, how better to note the occasion than with a video. You can see ‘100 days in 100 seconds’ below.

Meantime, Authentic Entertainment has been through massive changes in recent months, and that has continued this week with an overhaul of the company structure.

The company has set up a new specialist branded content and experiential division called Authentic Creative Labs, which will be led by the now former Authentic CEO John Wardley.

Founder of Authentic/MCM, and major shareholder, Tony McGinn will assume responsibility for the traditional media arm of the business, in addition to overseeing the Movideo business.

The moves follow a turbulent time at Authentic which has seen a significant number of staff leave the business and a number of departments shut down.

Authentic reported a loss of $2.8m in FY2014.



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