EXCLUSIVE: A new company aimed at bridging the gap between brand-funded production and arthouse filmmaking will be announced as MIPCOM and BrandStorytelling focus on brand-funded content from day one of the market. Lief Entertainment Company is the brainchild of Margo Mars, who runs creative agency Leif, and veteran film producer Raymond van der Kaaij (The occupant).
Mars said the goal was to evolve the ad-supported content model and use marketing budgets as cultural investments. She added that Lief’s commercial representation roster includes Misan Harriman (Academy Award nominated short film The After), Haifaa Al Mansour (Unidentified) and Bertrand Bonello (The Beast).
“Today’s brands need to forge true partnerships with their audiences,” says Mars, who brings more than 20 years of industry experience to his role as CEO. “Consumers demand authentic engagement, whether it’s societal, artistic or environmental. We’re here to help brands deliver on that promise through world-class storytelling.” Van der Kaaij, meanwhile, said that any brand can become an auteur brand “but only if it dares to act like one.”
The new company will work with filmmakers and brands as well as across development, financing and distribution. Mars will serve as CEO of Lief and Lief Entertainment Company, with van der Kaaij working in the latter of these two entities. Sam Fontaine will work on the operations of both companies from Paris.
The news comes before the start of the MIPCOM-Brandstorytelling summit in Cannes. MIPCOM boss Lucy Smith told Deadline she wants the market to focus long term on brands and branded content, as it broadens its reach beyond program distribution. This year, there is a concerted focus on branded content and the creator economy.
