Branded Entertainment

Damaris Valero has been the Managing Director and Executive Producer at Animus Entertainment Group since 2003. Animus is a multimedia content provider company with offices in New York and Miami focusing on TV production, Branded Entertainment, and program development. Ms. Valero's career in the television industry spans more than 25 years and her expertise and know how has become a symbol of leadership in the industry. She has developed numerous multi-layered deals and co-produced innovative programming ideas for networks and national advertisers through unique Branded Entertainment formulas. She has led a successful career launching prime-time TV series, and cable and digital channels, building joint ventures between companies, and developing content with global groups like the BBC, the NFL, and Endemol. Her television career began at Telemundo pioneering the international distribution of content to Latin America. Later, she was called to startup MTV Networks in Latin America and helped make MTV the #1 advertising funded network with the largest distribution in Latin America after ESPN.Ms. Valero started Animus Entertainment Group as an independent TV production operation in 2003. She has been a leader in the Branded Entertainment arena by concluding over 20 deals with companies like such as FOX, NBC, Univision, and ESPN. For over a decade, she has executive produced award-winning primetime series, formats and movies. Her credits include: 21 Days; The Ultimate Match; Music and Lyrics (the series); La Parranda; The Gold Game; Sex with Marilyn; The Ultimate Match; One Home, One Family; Romancing Your Palate; El Diez; Aaron Loves NY; That's Fresh and movie projects such as The Celestine Prophecy.

Chapter 1 - Defining Branded Entertainment: What It Is and What It Is NotWhat Branded Entertainment IsWhat Branded Entertainment Is NotWhy Branded Entertainment Now?Chapter 2 - Two Words, One New Approach: Branded EntertainmentWhat Is the Actual Value of a Deal and What Is It Worth to a Brand?Who Should Be on the Right Team to Assemble the Deal (the Proposition, the Execution, and the Delivery)?Can the Execution of a Branded Entertainment Deal Work?Misusing Branded EntertainmentMaking Branded EntertainmentMaking Branded Entertainment into a DealThe Human ComponentStarting Point of a Branded Entertainment Deal PropositionChapter 3 - The PlayersThe Media OutletsThe ProducersThe AgenciesThe BrandsThe Players MeetChapter 4 - Starting the ProcessThe IdeaThe TeamThe Right AgreementThe PitchThe ProposalThe PaperworkDeal ExamplesChapter 5 - Leading the DealFormula 1: The Agency/Brand LeadsFormula 2: The Network LeadsFormula 3: The Content Developers/Producers LeadChapter 6 - MoneyCash InfusionProfit ImperativesMoney ManagementSummary Chapter 7 - Mechanics and MetricsThe Overall Flow of a DealMeasurement and MetricsAppendix 1 - Case StudyAppendix 2 - Building Guidelines as a Document

"Native advertising, advertorials, paid content, brand placement...we all know that marketers are becoming content publishers. But how do all of the deals get done and what are the opportunities to be leveraged? Valero does a masterful job of explaining how to expertly maneuver within this burgeoning marketplace." -Alvaro Saralegui, Media Consultant to the NFL, formerly Advertising and Marketing Director at Sports Illustrated; "Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals is an immersive look at the elements of and players involved in a successful branded entertainment initiative. In this practical guide, Valero provides an in-depth understanding of the branded entertainment business written in a conversational tone that is easily understood by both novice and expert alike. She clearly demonstrates a high level of expertise held by few in this newly emerging blended advertising field, and provides the reader with beneficial insight by walking through the detailed steps necessary for such branded entertainment deals to come to fruition." (The full review can be seen in the July 2015 edition of TheJournal of Brand Strategy) -Stacy Jones, CEO Hollywood Branded Inc; "Evolving techniques for bringing content to fruition have made many media business models obsolete. If you are in entertainment or advertising, Valero's strategies for monetizing content while enhancing entertainment value and preserving brand integrity are invaluable." -Margaret Gilmore, VP, Disney Interactive; "Ms. Valero's experience helps demystify a concept that is imperative to master in today's marketing and media world. She lays out what you need to know, who to involve, and how to structure the right type of deal. No doubt reading this book will help make you an expert in no time." -Lia Silkworth, EVP, Managing Director, Starcom Media Vest Group; "Branded content has become even more important in today's fragmented media landscape. Today's viewer has more options than ever when consuming their media whether they watch content on their TV, laptop, or mobile device. This book offers a one-of-a-kind look at how to make a Branded Entertainment deal happen. I strongly recommend it for all involved in the process."-Billy Walker, Media Director, Anheuser Busch