DUBAI LYNX LAUNCH BRANDED CONTENT & ENTERTAINMENT CATEGORY T

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DUBAI LYNX LAUNCH BRANDED CONTENT & ENTERTAINMENT CATEGORY TO BE CHAIRED BY MIKE WIESE OF JWT

4 December 2012 – The Dubai Lynx International Festival of Creativity, the leading awards and Festival for creative excellence in communications for the Middle East and Africa region, will launch a new entry section for Branded Content and Entertainment honouring the best work that has delivered marketing messages by engaging consumers via relevant content platforms rather than traditional advertising methods.

The inaugural jury will be chaired by Mike Wiese, Director of Branded Entertainment for JWT, where he leads the creative and business development of original programming and entertainment solutions for clients across the JWT network, including digital video, scripted and unscripted film and television, music experience, licensing, talent partnerships and live events. JWT Clients include Macy’s, Johnson & Johnson, Royal Caribbean, Nestle, Halls, Smirnoff, Schick, Rolex and more.

Additionally, Wiese provides consultation to JWT’s worldwide offices, including Singapore, Atlanta, and Cairo. Some of the many projects that Mike has developed and produced at JWT include: 'The Bing Bar', Microsoft’s live experience and partnership with the Sundance Film Festival; 'Deepest Dive' documentary film with Academy Award winner Fisher Stevens for Rolex, the BBC and National Geographic; 'FIVE', a television movie produced with Jennifer Aniston for Lifetime Television and Sony Television that raised breast cancer awareness; and Macy’s 'Million Dollar Makeover', a reality TV format for Facebook and TLC.

Commenting on his appointment, Mike Wiese says, “I am honoured to help lead the inaugural Branded Content and Entertainment jury for Dubai Lynx. It is an exciting time to be a creator, especially in the Middle East and Africa region. I am excited to see the work and gain inspiration for new formats and stories to share with the rest of the world.”

Prior to JWT, Mike’s illustrious career highlights include being a member of the executive team that launched United Entertainment Group; Vice President of Branded Entertainment at First Look Studios where he collaborated with Samsung Mobile for the film series ‘Across the Hall’; Vice President of Brand Partnerships for the production company Hypnotic, which won a Cannes Gold Lion for Reebok’s ‘Terry Tate: Office Linebacker’ campaign; as well as working independently with brands such as Nike and American Legacy Foundation.

Terry Savage, Chairman of Lions Festivals, organisers of Dubai Lynx says, “Entertaining content is becoming increasingly key to brand marketing efforts and has developed considerably in the MENA region over the last few years. As such, the time is right to give it the recognition it deserves at Dubai Lynx. We are delighted to count on Mike’s expertise to guide and set the benchmark of this new category in its launch year.”

Entries open on 9 December for all categories including Branded Content & Entertainment. An early bird discount will be applicable for entries submitted by 31 January 2013. Entries close on 7 February. Delegates can register now and enjoy an early bird discount until the 14 February 2013. For more information, please visit www.dubailynx.com.

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More about the Branded Content & Entertainment Category
Entrants will show how a brand has successfully worked independently or in association with a content producer or publisher to develop and create or co-create entertaining and engaging content for their audience. This could be either by creating original content or programming for a brand or by naturally integrating a brand into existing formats by partnering with a publisher or media partner.

Entries should demonstrate how consumer insights successfully integrated into original content to drive audience engagement and create synergy across paid, owned and earned media.

Successful work might leverage a single media channel, such as web video or broadcast, but may also use multiple platforms to deliver content to audiences across various channels, including: radio, magazine, books, gaming, music, video, mobile, social, community, blogs, experiential events, and more.

Lions Festivals
Lions Festivals is the organiser of Cannes Lions International Festival of Creativity and Eurobest as well as co-organisers, with its joint venture partners, of Dubai Lynx International Festival of Creativity, Spikes Asia Festival of Creativity, Festival of Asian Marketing Effectiveness, and the Digital Asia Festival. www.lionsfestivals.com

Its flagship festival, the Cannes Lions International Festival of Creativity, is the world's leading celebration of creativity in communications. Founded in 1954, the Festival takes place every June in Cannes, France, and brings together professionals in the film, media, technology, PR, design and marketing industries to attend a week-long programme of exhibitions, screenings and talks by worldwide thought leaders. The Festival also awards Lions to the best work of that year across a variety of sectors and media. A Lion is regarded as the most coveted award in the creative communications industry and a global benchmark of excellence. Lions Festivals is powered by Top Right Group.

About Motivate Publishing
Motivate Publishing is the Middle East's leading publisher of magazines and books. Motivate’s portfolio comprises of more than 20 market-leading magazines – many of which have independently audited circulations – and over 300 books. With a staff of more than 200 experienced and dedicated professionals, Motivate Publishing is committed to providing editorial excellence, audited circulation and transparent research data across its platform of publications. In addition to partnering Dubai Lynx, Motivate, through its cinema advertising company, Motivate Val Morgan, is also the Official UAE Representative of the Cannes International Festival of Creativity. http://www.motivatepublishing.com/

Key Dates:
Delegate Registration: Open
Entries Open: 9 December
Entries Early Bird Discount: available until 31 January 2013
Entries Close: 7 February 2013
Delegate Early Bird Discount: available until 14 February 2013
Festival Dates: 10–12 March 2013
Dubai Lynx Awards: 13 March 2013

Contacts
For further information, please contact:
Amanda Benfell, PR & Press Manager
Dubai Lynx International Festival of Creativity
www.dubailynx.com
Tel: +44-20-7728 4040; Fax: +44-20-7728 4044; E-mail: amandab@lionsfestivals.com

Emma Lancaster, Festival Director
Dubai Lynx International Festival of Creativity
PO Box 2331, Dubai, UAE
www.dubailynx.com Tel: + 971 (0)50 518 2368; Email: emmal@dubailynx.com