mUmBRELLA: Brand video content company Boom expands into content creation
21 Aug 2013
Boom Natives will be run by newly appointed creative director Charlie Leahy, who is joining from branded entertainment company Ensemble.
Boom Video works alongside YouTube, helping advertisers distribute and sponsor content.
Previously the network has focused more on seeding advertiser-created video content on YouTube and helping them plan and book pre-roll advertising.
“Creating authentic social content is one of the biggest challenges for brands and their agencies,” said Spiro Pissas, commercial director of Boom Video.
“We’ve been partnering with the real experts in this space for the past three years – the online celebrities who have built their own fan-bases from their bedrooms and home studios. Boom Natives will support Australia’s YouTube talent to professionalise their activities, and help brands work with these digital natives to create super social content.”
Creative director Leahy was previously Head of Content for Ensemble in Sydney where he produced content for brands including Microsoft, KFC, Mastercard and ING Direct.
“It’s truly exciting to be first to market with the Boom Natives model and we anticipate an explosion of creativity in the Australian online world as we connect our local talent with brands and agencies and offer up a deeper online experience for TV networks and producers,” said Leahy.