Roberto Alcázar of EO Integration: Branded content allows brands to integrate story values to its marketing strategy

EO Integration’s Founder and President and ECD of Mediabrands, Roberto Alcázar talked to PRODU about branded content at the 17th annual ANA Multicultural Marketing & Diversity Conference. His company has explored in this category with the debut of the film 200 cartas (200 cards). Recently his firm partnered with IPG Mediabrands to develop multicultural branded content. Their first joined project will be to promote Latino vote in 2016. “200 cartas opened and gave the legitimacy necessary to the brand content development project within properties such as films, documentaries and series. It showed brands in a legitimately way the possibility of seeing the benefits they receive. It’s not only product placement, is to be integrated to the stories and using these values for their own marketing strategy” Alcázar said. EO Integration receives films produced by studios and independent producers to aid them in creating opportunities of brand integration and supporting them with the film budget and marketing. Also they pinpoint original intellectual properties, in which they invest to develop them from zero, and offer financial options along with the brands. They focus on family and multicultural films which open great opportunities for brands that are aiming to reach the U.S. Hispanic market. On December 9th they will release a documentary in the UK about life in the circus and its artists directed by Horacio Alcalá. “This documentary allowed for the opportunity to integrate the brands that support the artist/athlete” he added.