Dive Brief:
- Deep Focus is launching a new group called DFx with the intent of providing marketers access to branded content.
- DFx already has agreements in place with 11 media companies including Tastemade and Popsugar to offer branded content ranging from video clips to full reality TV series.
- The goal behind the venture according to Deep Focus CEO Ian Shafer is to combine agencies and media companies to streamline creating branded content for marketers.
Dive Insight:
Describing the reasoning behind DFx, Deep Focus' new branded entertainment venture combining agency and media talent in one spot, CEO Ian Shafer said told Ad Age, "Media companies are given an RFP. It's the first time they're hearing about the brand and strategy, and they have a week to turn around a proposal. The brand gets something back that's really shallow. We're taking opportunities to partners and collaboratively assembling a pitch for the advertiser who already agreed to fund the production."
DFx already has agreements in place with media companies including NowThis to create branded content for marketers that covers a wide range of creative complexity from video clips to full-blown reality TV series.
The new venture is seen as a way for media companies to gain easier access to branded content revenue and for Deep Focus to tap into media production resources, talent and distribution.