Partnerships in the branded content arena are evolving rapidly. Traditional advertising has given way to elaborate collaborations across various media channels that involve brands, broadcasters, agencies, producers and social media players. This panel will take a 360 degree look at the “Birth of a Kia Optima”, a documentary which aired on the Discovery Channel.  It will explore what it takes to bring an elaborate deal to fruition, and what the industry players look for when they explore branded content deals.

Mike Fielding VP Group Account Director ZenithOptimedia	Andrew Burnstein President Castlewood Productions Inc.	Peter Gibson SVP Manager Business Development Discovery Channel	Robert Staffieri SVP Director of Marketing KIA Canada Inc.