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Film, television, music, events, gaming and online content producers are being called upon to take advantage of the industry’s definitive source of big ideas, launched to help brands and their agencies find partnership opportunities with some of the country’s best entertainment properties. 

Developed by SugarSugar, a division of leading brand entertainment agency, Brand New Alliance, the ‘Ideas Bank’ offers the industry the opportunity to access over 75 percent of all Australasian brands in one, structured forum managed by a team with extensive entertainment industry experience.

BNA CEO Georgie Summerhayes says SugarSugar’s Ideas Bank offers the entertainment industry a fantastic and unique opportunity to access so many leading Australian brands who are looking to better engage and connect with their target audience through branded content. 

“Brands are looking for greater engagement with consumers and are increasingly experimenting with less traditional routes such as brand entertainment so there are fantastic opportunities for entertainment properties to generate significant revenue through the right marketing partnership,” said Georgie Summerhayes.

“Having worked in the entertainment industry, we know that producers, DJs, web developers, content managers and event organisers all have fantastic ideas and properties that would work really well for the right brand. However until now, there has been no structured resource for the entertainment industry to submit their ideas or for brands to access a full range of ideas and see if any fit with their objectives.

“The Ideas Bank is a unique offering of a real time online facility to identify opportunities but most importantly, also offers a specialist team to facilitate the ideal integration and marriage of the brand objectives and entertainment proposition which will ensure the partnership’s success,” she said.

“The key is not only to match innovative brands with the best entertainment opportunities, it has to be the right idea for the right brief that has been successfully integrated to deliver measurable results; otherwise it risks not working for anyone involved.”

The Ideas Bank is easily accessible through a dedicated website, www.ideasbank.net.au, where authorised users can search the comprehensive database of ideas pitched from producers across music, film, television, online content, gaming and events. Users then choose across preferred content, mediums and audience demographics before working with SugarSugar to develop the idea that best suits their brand.
 
Power brand Jim Beam is one of the first Australian names to take advantage of the industry’s best source of big ideas and SugarSugar’s expertise.

Jim Beam’s experiential and event management agency, Rockstar identified the successful International Guitar Festival being held in Adelaide later this year as an ideal brand entertainment partnership opportunity by using the Ideas Bank. SugarSugar then helped them develop a very focused and effective relationship. This included the creation of an exclusively branded destination venue within the festival – called the Jim Beam Wah Bar. SugarSugar further enhanced the integration of the brand into a national promotional campaign with Rolling Stone magazine to find an up and coming artist to be a featured performer within the Wah Bar and to help further promote the festival.

SugarSugar’s General Manager, Ben Gage, said this is a great example using the Ideas Bank that, through discussion and understanding of all parties objectives, led to a unique brand fit, a great support for the Guitar Festival and an opportunity for the brand to reach a specific target audience.

“The Ideas Bank is proving an invaluable resource for brands and agencies who are always looking for the next big innovative idea to build relationships with their target audiences. It has already helped a number of established and emerging brands find unique entertainment opportunities they would have otherwise not known about,” said Ben Gage.

“We have no vested interest in any one particular project, we just want to make sure the partnership works for both sides and creates a fantastic result.”

The success is also driven by the expertise and unique skill set of SugarSugar’s senior management, who collectively bring a wealth of over 40 years experience covering music, live events, radio, online communities and content, merchandise, licensing and childrens’ consumer products.

General Manager, Ben Gage has extensive experience in delivering successful outcomes on both sides of the brand entertainment fence. His own work as an original entertainment creator includes turning one original concept into a highly sought after property with webisodes, online games and integrated retail products in nine countries. 

BNA is part of the STW Group, Australia's largest marketing content and communications services group.

Further information: www.ideasbank.net.au