Carmen Lago

Senior Manager

BCT INC. || Branded Content Media

Conceptualizing and executing groundbreaking 4-screen multi-station campaigns that connect brands to content in an authentic and engaging manner has been Carmen Lago's passion for the past 16 years. Lago has broken new ground within the realm of branded content. She created and executed TD's "Making of a Star" with the hit reality show X Factor representing the first time a Canadian brand has been integrated into a U.S reality show and was also at the helm of Homesense's "On Set Inspiration," which gave viewers inspiring tips on how to re-create the looks from the sets of such high profile programs as Desperate Housewives, Grey's Anatomy and Private Practice. In addition, Lago has also developed innovative branded content on Canadian Idol, Canada's Next Top Model, So You Think You Can Dance Canada, etalk, Marilyn Denis Show, and The Amazing Race Canada resulting in several Gold & Silver Media Innovation Awards and 2010, 2013 Media Player of the Year.

Lago has conceptualized and executed a variety of customized branded content campaigns at CHUM TELEVISION (now Rogers Media), Global TV (now Shaw) and Bell Media, working with many national/international brands such as Kraft, Mondelez, Nintendo Wii, J&J, L'Oreal, Mazda, LG, Tylenol, Canadian Tire, Blackberry, Amex, Wal-Mart, Bayer & negotiated deals with major U.S studios, including ABC/ Disney, CBS, NBC, Fremantle, Talpa and Syco Entertainment.

In June 2013, Lago and business partner Tony Chapman were the first in entering into the branded content space with a new business venture launching at the Banff World Media Festival with BCT INC., Branded Content Media. BCT’s focus is to bring brands and content together. It’s efforts are in Content Creation and Content Representation. In Content Creation they partner with production companies and/or networks to create, own and develop transmedia content. In Content Representation they will represent existing content and help secure brand alignment and participation.

Speaking at: Luncheon Roundtables

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