Branded Content Company Content & Co closes two separate production overall development (POD) deals with Widdoes/Isacksen and DLP Media Group
Creating an advertisement that effectively resonates with consumers has always been tough. Not very many people want to watch an ad for something they may or may not ever need. While this has always been a tough obstacle for advertisers to overcome, the digital age — and the multiple screens that have come with it — has made the task even harder. Now more than ever, companies need to rely on creating a message that is entertaining and engaging or be subject to having their content scrolled passed or turned off.
“What we use to do –which was very much push a message for a brand that we felt would be meaningful to a target audience– we no longer can do,” she explained. “We no longer have the luxury of pushing a message. Now we have to actually create something that the target wants to consume.”
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It was this change in consumption that led Stuart McLean to launch Content & Co in 2008 as an end-to-end solution for marketers, with the mission of helping brands capitalize on a rapidly-changing content and digital media environment. And today, in order to further progress its goal of creating branded content a consumer wants to engage with, the company has closed two separate production overall development (pod) deals with the companies headed by acclaimed directors and producers, James Widdoes and Peter Isacksen (Widdoes/Isacksen), and Michael Hughes (DLP Media Group). As showrunners, Widdoes/Isacksen and DLP Media Group will develop and create branded projects for the Los Angeles-based agency, which has generated original series and influencer programs for major brands including Subway, Schick, TJX and FCA.
For Mclean, the addition of these two Hollywood veterans means tapping into a wealth of experience that makes Company & Co’s offering much more attractive and effective than many of its competitors.
Widdoes brings in an extensive track record from his time working in comedy. The industry veteran was the series director of the hit show, “Two and a Half Men,” and now directs the CBS sitcom, “Mom.” He’s had an extensive career in the multi-cam comedy world and has directed hundreds of television episodes for NBC, CBS and The CW, including “8 Simple Rules,” “Kings of Queens,” “Dave’s World,” “Reba” and “Two Guys, a Girl and a Pizza Place.”
Isacksen’s production credits include “Lovebites” on TBS, as well as the Emmy-nominated FOX documentary, “Opening the Lost Tombs: Live from Egypt.” He and Widdoes executive produced and directed Subway’s The 4 to 9ers for Content & Co as well, an award-winning branded entertainment series that ran for four seasons on Hulu.
From DLP Media, Hughs is a 10-time Emmy Award-winning executive producer. Known for its expertise in premium nonfiction programming, DLP Media has produced series and specials for nearly every major network, including “Pony Excess” on ESPN (which premiered as the highest-rated documentary in ESPN’s history as part of their 30 for 30 series); “The Pine Tar Incident” on FOX; and “Watchpoint” for Blizzard Entertainment on Twitch and MLG. He also recently produced “Stand United” for Content & Co, a documentary series presented by the Ram Truck brand that premiered on director Robert Rodriguez’s El Rey Network last month.
“Widdoes, Isacksen and Hughes have all been crafting quality entertainment for decades as three of the most successful and well-respected storytellers of our time,” said McLean, who previously headed JWT’s studio division before launching Content & Co. “Not only have we had success with each on past projects, but we know that our network partners love working with them as well. We’re absolutely thrilled to bring their deep creative and production expertise to our expanding roster of producers, writers, artists and planners — and create programming together that works for both brands and distributors alike.”