A league of their own

Jason Hughes, Head of Brand Content & Product Placement from Sky Media, and Chantal Rickards, Head of Programming and Branded Content from MEC, reveal how a long running programme can create multiple, strong partnerships and explore the link between product placement and sponsorship.

This session was filmed at Thinkbox’s Closer to Content 2014 event, which looked at partnerships in action and how to get the best out of them.

In the film we learned that Usain Bolt’s in-show appearance in the Visa Sprint Challenge was the first time ever that, in terms of the impact that was created, product placement rated higher than the programme sponsorship.