Temple Street pacts with ad firms for branded content

The Toronto-based prodco will be teaming up with Canadian marketing company Capital C and multinational advertising holding company MDC Partners to develop, create and produce brand-supported original programming.
July 20, 2011

Toronto-based Temple Street Productions (Canada’s Next Top Model, the upcoming Cover Me Canada) is entering a strategic alliance with Canadian marketing communications agency Capital C and multinational advertising holding company MDC Partners, geared towards developing, creating and producing brand-supported original programming.

According to the parties involved, the partnership aims to create scalable multi-platform content opportunities that will “redefine the viewer/consumer relationship through deep and meaningful engagement.”

“Viewers respond to great content,” said John Young, managing director of Temple Street Productions. “By combining our expertise in content creation and the art and craft of storytelling, Capital C’s brand building, and MDC’s international reach we can offer a new form of entertainment with an additional level of engagement for the viewer.”

Tony Chapman, founder and CEO of Capital C, said the arrangement “introduces a new business model that brings together advertisers, agencies, content creators and broadcasters, organically integrating brands from a concept’s inception in order to shorten the distance between viewer and consumer. Using a combination of mass media, analytics and social media we will drive tangible results for the world’s largest brands.”

“We are excited to bring our vast international network of clients and agencies, and build upon the extraordinary momentum that Temple Street and Capital C have established. This is a great opportunity for our clients to benefit from the changing media landscape,” added Miles Nadal, chairman and CEO, MDC Partners.

A Temple Street spokesperson told realscreen that a number of projects are in development and discussions are underway with broadcasters and corporations, with more info to come. Also, while the prodco expects “this type of content will appeal strongly to both Canadian broadcasters and companies, we are hoping that this partnership will result in content that will appeal to the international marketplace as well.”

About The Author
Daniele Alcinii is a news reporter at realscreen, the leading international publisher of non-fiction film and television industry news and content. He joins the rs team with journalism experience following a stint out west with Sun Media in Edmonton's Capital Region, and communications work in Melbourne, Australia and Toronto. You can follow him on Twitter at @danielealcinii.