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25/05/2010

CR Entertainment Creates Branded Entertainment Role

A London and Dublin-based multi-platform producer best-known for creating and producing Bebo's Sofia’s Diary, the first UK internet drama to crossover to TV on Channel 5’s FIVER, has appointed Trevor Curran as its new Head of Branded Entertainment.
Curran will be responsible for CR Entertainment's €1m fund to co-produce six branded cross-media content shows over the next two years.
In his new role, Curran will be responsible for building on the company’s previous success working with brands such as Unilever, Mars, Paramount Pictures, Universal, Church & White and COI for Sofia’s Diary in the UK and Estee Lauder for Sofia's Diary in China. The producer works with brands to incorporate them into storylines rather than pre-roll and product placement.
His appointment also builds on the company's track record as a co-producer of Flatmates in Portugal for Ford, Nestle and Procter and Gamble. Ford Portugal cited Flatmates as one of the key factors behind the car's number one sales status in 2009.
Upcoming cross media series from CR Entertainment include Beat Generation, Ireland's first online TV-style magazine series produced by the company’s Belfast office.
Commenting on the appointment, Triona Campbell, founder and Chief Executive Offier at CR Entertainment, said: "Trevor has done a fantastic job overseeing our productions over the past few years but now that we have secured a significant fund to co-produce new cross-media content, we felt the time was right to create a dedicated branded entertainment role to manage the fund and attract new brands."
Curran added: "This is an exciting time for brand owners. The power of the web combined with compelling content can have an immensely positive effect on a brands image as well as increasing product sales. With a €1m fund behind us we will be looking to work with brand owners and creative talent to develop innovative content that will work across many platforms."
(BMcN)
VMI.TV Ltd

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