These days content is king, and Branded Entertainment provides an opportunity for the viewer to experience a product or brand in action. It puts the brand to the test in real life situations and taps into the viewer's mind.

We launched our Branded Entertainment Unit in 2007 - a first in South Africa. We understand the intricacies of Branded Entertainment and already have an excellent track record, creating and producing a number of television Advertiser Funded Programmes" (AFPs) for our clients.

These include the successful "On Site" programme for Cashbuild, "The Feelgood Challenge" for PEP and "Star for a Day" for PEP, which achieved 19 ARs for its best episode and an average of 13 across the series. Another successful production for Cashbuild, "Project Home", attracted an astonishing 2.5 million direct visits to the Cashbuild website.

We have the ability to design and produce all communication to promote the TV show, using cross-channel TV, radio, print and viral mediums.

Our most ambitious Branded Entertainment project to date saw the repositioning campaign for PEP written into the Generations soapie's storyline. Reality and fiction blurred as first flighting of the brand ad flowed seamlessly from the story, and stores nation-wide featured the new look the following day. This campaign won Gold and Grand Prix awards at both the 2009 APEX Awards and the 2009 Sunday Times Marketing Excellence Awards.