Our selection of some of the year's most exciting branded content news

Ted Baker launches branded content series on Clubhouse

In March this year, Ted Baker launched a six-part series on Clubhouse. Host Abraxas Higgins held hour-long conversations with different cultural commentators, to discuss intersections of British culture and fashion. Read about Higgins’ perspective on brand accessibility and fashion here:

Dove-funded ‘Me and My Afro’ C4 doc wins Campaign award

In April, the 2020 documentary ‘Me and My Afro’ won the Campaign Media Award 2021 for branded content. The documentary, created by Channel 4 with Dove and Unilever, ‘set out on a mission to end race-based hair discrimination and create a more equitable and inclusive beauty experience for Black women and girls’.

Neutrogena opens its first brand studio to create original content

Neutrogena launched a content studio this year, along with its ‘First Frame’ program to enlist Gen Z filmmakers in London, NYC and Los Angeles. The brand studio is intended to ‘help the brand create more in-depth programming that could distinguish it from rivals in the skincare category’.

Love Island introduces shoppable TV shows

Following an agreement between ITV and LG, Love Island viewers were able to buy products directly from their TVs in this year’s series. The reality show has been a vanguard in branded partnerships, and this development may well lead to the roll-out of shoppable TV across other networks.

Adidas backs Olympic climb film

And Argonon Group member Windfall Films announced the upcoming release of The Wall, a documentary following four elite climbers as they race to the Olympics. The production was supported by Adidas, and will be released on digital platforms in 2022.