Incubating agency content
By Simon Fuller. Entertainment lab. Wieden + Kennedy has been working the entertainment angle for a while now, having kicked off with films for big brands like Nike some 10 years ago. Recently, the agency added the WKE site to its repertoire, creating a content delivery platform specialising in programming about culture which edges on the alternative – like underground music, street art and skateboarding.
“The overall goals of WKE are to extend our core business, enhance our creative reputation, give voice to our people and our communities, promote the agency and generate revenue,” says Bill Davenport, executive producer at WKE.
“There are three different components to WKE – branded content [and] original content, in addition to the WKE channel. We are currently developing branded content, or branded entertainment, for all of our clients, and we spend most of our time and energy in the branded area working on our clients’ business.”
But entertainment doesn’t have to be all about the brand. Sometimes the content can come first… with the possibility of branding later.
“In the original content space we are developing commercially viable entertainment projects that are not connected to any of our clients,” explains Davenport. “[While] at this point on the WKE channel, we have chosen not to explore any specific branding opportunities.”
Instead, W+K keeps the channel ticking over to see what develops. And so far, highlights have included WKE Radio – streamed through the site and featuring an eclectic mix of electro and free-style – read, ‘play what they like’ – DJs, as well as a roster of shows, such as the comedy variety show Califunya and Don’t Move Here, which throws a spotlight on Portland’s underground music scene.
“The channel is still in early development and continuing to evolve,” says Davenport. “We are looking at it as being a bit of a laboratory or an incubator and keeping it very experimental. It is much easier to do this free from any sort of obligation or commitment. However some of the projects we are developing could eventually migrate to a larger platform and be very appropriate for branding.”
