Realscreen has announced the keynote conversation for this year’s inaugural Branded Entertainment Forum, a day designed to provide inspiration to producers, brand managers, agencies and broadcasters looking to capitalize on the growth of branded entertainment. The event takes place Oct. 25 at the Florence Gould Hall in New York City.
Hollywood director and advertising impresario Brett Ratner and Frank Cooper III, Chief Consumer Engagement Officer, PepsiCo Beverages Americas, will sit down with Andy Cohen, Bravo’s SVP Original Programming and Development and host of Watch What Happens: Live .
Ratner, one of Hollywood’s most successful directors and producers (Money Talks, Rush Hour, The Family Man, Red Dragon, X-Men 3) collaborated with CAA Marketing to create Brett Ratner Brands, a creative consultancy that provides brands with new ways to market their products and services through entertainment and storytelling. He’s shot advertising campaigns for Baby Phat, Guitar Hero, Atlantis and conceptualized the new Mitchum deodorant campaign to find ‘the hardest working person in America.’ The campaign includes four short films shot by legendary documentarian Albert Maysles and partner Bradley Kaplan.
Cooper is responsible for building brands across the entire beverages portfolio for PepsiCo. From 2008-2010 he led the relaunch of trademark Pepsi, positioning the brand around the idea of optimism and positive change while provoking the active participation of consumers. From the iconic Word Play advertisements, to the Webby Award-winning Dear Mr. President, to the retro-inspired Pepsi Throwback product, to the Pepsi Refresh Project, the re-launch was widely recognized as one of the most innovative and effective initiatives by PepsiCo in years. Cooper also spearheaded the most successful limited-time offering in Pepsi history, through a consumer-generated platform called DEWmocracy. Working closely with Forest Whitaker, he developed an online story-based game that allowed consumers to create the next Mountain Dew product. Many of Cooper’s efforts have established him as a leader in the industry for branded entertainment, including producing the DEWmocracy experience, the Deathbowl to Downtown documentary, The Next Great Game Gods television special on Spike TV, the On the Bubble animated series, the Green Label Sound music label for emerging artists, and interactive motion pictures through Green Label Studios.
Cohen is responsible for overseeing Bravo’s current development and production slate of over two dozen shows, including hits such as the Emmy and James Beard award-winning Top Chef; all of the Real Housewives franchises (New York City, Atlanta and New Jersey); Kathy Griffin: My Life on the D List; The Rachel Zoe Project; Shear Genius; The Millionaire Matchmaker; The Fashion Show: Ultimate Collection; Million Dollar Listing and Flipping Out.
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