CMA demonstrates power of content with viral video to promote Content Summit

Group FMG's specialist video arm Sneak, works with Content Marketing Association to produce animation to raise awareness of the power of story telling for brands

The Content Marketing Association (CMA) has launched a new video to promote the forthcoming Content Summit that takes place in London's Old Billingsgate on November 28.

The two-minute animation invites viewers to find out how ‘the bird got heard' through the power of storytelling. The video is being used virally to raise awareness of the summit and to promote the power of content to engage audiences. It will also be featuring prominently on the CMA's website as well as on its YouTube channel. As part of the package Sneak will be producing a longer, alternate version of the animation that will be screened at the opening of the conference to all the delegates.

Sneak was given full creative control of the brief and was simply charged with producing an engaging animated reel that conveyed a number of facts and statistics that the CMA wanted to get across to its audience in an entertaining and straightforward way.

Commenting on the video, Rob Crombie, head of video at Sneak, said: "We were given the general theme of 'Storytelling' by the CMA, from which we created our story concept and visual style. We felt that what it needed was a cute, quirky and iconic character to take us through the environment of the film. We went with the 'bird' theme as it fitted perfectly with the storybook concept and wasn't gender specific or overly complex. From this initial thought we then tailored the script to fit, using the birdsong allegory to represent a brand trying to make its voice heard above it's many competitors."

Work started on the project in mid-September, and after preparing storyboards and an annotated script, Sneak built and fully animated the whole sequence in-house.

Crombie continued: "This has been great project for us to be involved with as the CMA forms a core part of our target audience. On top of this, with video becoming an increasingly important way for brands to tell their stories and engage with their target markets, being able to showcase our work in such a high-profile environment was a fantastic opportunity."

Patrick Fuller, chief executive of the CMA, added: "The video, both viral and for the International Content Marketing Summit, is an integral part of our marketing strategy to drive growing awareness of the Content Marketing Association, the industry and the fast increasing demand for relevant engaging and effective content across all channels. Our video marketing plans compliment the imminent launch of OPEN, our new magazine designed to stimulate debate and attention. Working with FMG has been a pleasure and we, and all our members, are delighted with the speed and quality that we enjoyed from FMG."

Watch the video here

To find out more about the summit visit

To find out more about Group FMG visit

Posted in
19thOct 2012

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