Branded content producer Digital Percent and digital media sales house Digital BranZ have rebranded under a common name, Cue Digital Media.
Both companies were created by David U.K. Digital Percent was founded in 2003, and Digital BranZ formed in 2010. They have come together to better package the benefits of their collaboration.
Cue seeks to set itself apart from competitors in both the digital sales and branded content arenas by being able to not only produce digital content, but distribute it as well. Even though each organization had separate staff, “these two companies really work best together,” said U.K. “When we develop branded content, we’re site agnostic, but we’re able to guarantee results by placing the content in specific channels on the various websites we represent.”
Cue will continue to represent several highly visible, U.S.-based digital content sites, including Heavy.com, CollegeHumor.com, celebrity news site TMZ.com and FunnyOrDie.com.
Digital Percent created programming around last year’s Coors Light Golf Experience summer event, using College Humor team member Streeter Seidell as a host. That content was posted to CollegeHumor.com, Heavy.com and branded social media venues alongside advertising targeting that viewership specifically.
U.K. said more than 75% of these sites’ ad buys now include branded content in some way. “That’s not something that’s happening [in Canada] yet… There are a couple of companies that are [creating digital content] in Canada, but they don’t have the distribution model [that we have].” Most branded content projects, he said, are merely put on YouTube in the hopes they will go viral.
Freelance Montreal designer Daniel Charron (formerly of Saatchi & Saatchi Toronto) designed Cue’s branding.
