Branded content projects come in all shapes and sizes. Two are never the same. How they are produced varies dramatically. The concept can come from the agency, the brand, the broadcaster or an independent producer.

This panel will deconstruct two successful branded content programs – L’Oreal’s Best Beauty Talent and Loblaw’s Recipe to Riches – one started from an idea pitched by an independent producer, the other conceived by the brand/broadcaster. This panel will address these key questions: What did it take to bring these deals to fruition? And what are these players looking for when they explore branded content deals?