BCMA Global Panel: The Business Of Branded Content

Branded Content expenditure was an estimated $13.4 billion in 2020 and continues to grow exponentially. With the majority of brands now relying on branded content as a core element of their marketing mix and with influencer marketing reaching critical mass, the time is right to take the ‘Business of Branded Content’ to the next level.

The BCMA has brought together a panel of experts from across the BCMA global network to share their views on how brands should adapt and emerge positively going forward harnessing the power of branded content.


Andrew Canter, Global CEO, BCMA

Andrew is amongst the leading practitioners in branded content and has thirty years of experience working in marketing communications. He is Global CEO of the BCMA (Branded Content Marketing Association) which is the leading global body for branded content and influencer marketing practitioners, promoting best practice, sharing knowledge and growing the industry. He has been instrumental in developing the Global Content Monitoring Tool in partnership with leading global research company, Ipsos MORI, that has been widely used by the industry. Andrew is Honorary Professor at the School of Arts and Digital Industries, University of East London – the first Professor of Branded Content – and teaches at the Met Film School. He lectures in Branded Content Marketing and regularly speaks at major international conferences.

Aimee Anderson

Aimée Anderson, Director, Triple-A

Aimee is a passionate, dynamic and pioneering brand communications specialist with 20 years experience – providing senior executives at some of the world’s biggest global brands with strategic communications advice and counsel, with a particular focus on entertainment partnerships to help brands tell impactful stories. With an interesting career path that has taken her from the world of consumer brand marketing into the depths of film and television publicity and production, she is able to speak and translate the two very different languages of these very different industries that can thrive when they work together – ultimately increasing sales.

Nina Nørgaard Jacobsen, Founder/CEO, Biites

Experienced business developer, founded Biites with the mission to create the next generation video and analytics platform. Biites take a data driven approach to premium content distribution placing an emphasis on the right audiences. Built from the ground up with transparency and quality as standard, utilising 1st party data coupled with a best-in-class AI which enhances the user experience, drives deeper brand engagement and unrivalled performance.

Stefano Marrone, Creative Partner & Founder, Nucco Brain

Stefano runs the visual storytelling agency Nucco, part of the Unit9 Group. Producing VR, AR, animation, visual development and interactive projects; creating high-quality cross-media content for brands globally. Clients include: Google, J.P. Morgan, UBS, Deloitte, Adidas, Rolls-Royce, HSBC, Mc Kinsey, Accenture and many more. As a NED for Book on a Tree -a storytelling hub for writers all over Europe- I support the company board and managers in critical strategic decision-making and planning. Stefano also mentors start-ups about marketing and branding for Google for Startups, where he is Lead Marketing Mentor and Keynote Speaker; as well as guest-lecture in various universities in Europe (ESCP, Goldsmiths, NABA, SOAS, UCL)

Simon Orpin, Co-Founder, Electric Glue

Beginning at Anglia TV in 1985, Simon survived various commercial TV mergers and emerged at ITV HQ in Grays Inn Road as Sales Controller in 2003. In 2006, he was promoted to the newly created role of Planning Director and handed the task of building a team of 15 people and bringing all that is TV closer to the world of media planning and creativity. In January 2014, he and his partners, Kevin Brown and Nick Kendall, co-founded Electric Glue, an Independent media agency, and were joined by Sir John Hegarty as Chairman. They believe, to be effective, the media should liberate and amplify ideas, not suffocate and dilute them. They create unique media partnerships that have the power and scale to bring ideas to life. They call it Sacrifice – a belief in doing Fewer, Bigger Better and is the principle that guides them in everything they do.