The One Show

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One Show 2013 Branded Entertainment Jury

Mike Wiese

Head of Original and Branded Entertainment


New York, NY

Mike Wiese is Head of Original and Branded Entertainment for global advertising agency JWT, where he leads the creative and business development of original programming and entertainment solutions for clients across the network, including digital video, scripted and unscripted film and television, music experience, licensing, talent partnerships and live events. Clients include Macy’s, Johnson & Johnson, Royal Caribbean, Unilever, Brand USA Tourism, Nestle, Smirnoff, Schick, HSBC, Rolex and the US Marine Corp, with consultation provided to offices in Singapore, London, Atlanta, and Cairo. Mike also leads JWT’s content-related ventures and strategic partnerships in New York.

JWT projects that Mike has created, developed and produced include: “The Bing Bar”, Microsoft’s live experience and sponsorship with the Sundance Film Festival; “Decisions” web series for Bing and MSN with celebrity chef Mario Batali; “My Decision” feature-length documentary with Bing; integrations with MTV, NBC and other media partners; “Deepest Dive” documentary film with Academy Award winner Fisher Stevens for Rolex, the BBC and National Geographic; Brand extensions for Macy’s acclaimed CBS TV special “Yes, Virginia”, including a DVD, and storybook via Harper-Collins; Macy’s “Million Dollar Makeover” reality series for Facebook and TLC; MTV International partnership with Smirnoff for the global Nightlife Exchange Project; Listerine’s “Will It Kill It?” digital video series with; Creative development partnership with The Upright Citizens Brigade for J&J and Nestle; “Worldmakers” web series, featuring JWT CEO and Chairman Bob Jeffrey; and “Five” television event movie that premiered on Lifetime in October 2011, executive produced by Jennifer Aniston, co-executive produced by Mike and inspired by a JWT Puerto Rico case study for the Susan G. Komen Foundation. “Five” won a Gold Pencil at the 2012 One Show Entertainment in Los Angeles.

Prior to JWT, Mike was a member of the executive team that launched United Entertainment Group, a joint venture with United Talent Agency to package entertainment marketing partnerships with brand clients. Some of the deals Mike produced included the TV special “Big Green Lies” with Fine Living Network, “The Angie Martinez Show” with BET, partnership with NASCAR superstar Carl Edwards and The American Legacy Foundation’s EX brand; and the creation of, a social network for Bob Harper of NBC’s “The Biggest Loser”. Brand partnerships he led included deals with P&G, Seventh Generation, Clorox, and United Healthcare.

Previous to his work with UEG, Mike was Vice President of Branded Entertainment at First Look Studios. His collaboration with Samsung Mobile for the film series “Across The Hall”, starring Adrian Grenier, resulting in a successful multi-platform campaign, with digital distribution via the Web and mobile phones, and exhibition at several global film festivals. The film won “Best Short Film” awards and audience favorite honors at festivals in New York, Chicago, Palm Springs and San Francisco, and was produced and distributed as a feature film in 2009. Mike also packaged a marketing partnership with YSL for the 2007 release of the critically acclaimed motion picture, “Paris Je T’aime”.

Mike has also worked independently with brands, including overseeing the development of an original animated television series for Nike, with the legendary Stan Lee. He consulted the American Legacy Foundation‘s acclaimed tobacco-prevention brand truth on branded content, entertainment strategy and strategic alliances, managing Legacy’s value-added partnership with MTV Networks, resulting in original content and integration on MTV, VH1, Comedy Central, Spike, and Logo channels and web sites. He brokered and managed a brand integration deal with NBC for its top-rated reality series “The Biggest Loser” that generated Legacy’s highest volume of web traffic in 2006.

From 2001-2005, Mike was Vice President, Brand Partnerships for Hypnotic, a production company, where he oversaw business and strategic development of branded entertainment, and managed relationships with major brands and their advertising agencies. During his tenure, Mike packaged entertainment programs with clients including MasterCard, jetBlue, Reebok, DaimlerChrysler, Nintendo, Pepsi, and Toyota. These projects resulted in a Cannes Golden Lion award and top-rated Super Bowl commercial for Reebok’s “Terry Tate: Office Linebacker” campaign, named by AdWeek as one of the funniest commercials ever; the Chrysler Million Dollar Film Festival and the production of “Cry Wolf”, a Universal release that grossed over $10M; production and distribution of music videos on MTV for MasterCard’s Priceless campaign, and branded short films on IFC for Nintendo’s GameCube launch.

Prior to Hypnotic Mike led business development in Los Angeles for pioneering digital content distributor Atom Films, where he brokered distribution deals with TV, VOD, DVR, airline and broadband partners, with clients like HBO, PBS and TiVo. He also helped develop the company’s branded entertainment business model, developing original web series for Ford and Nike.

In addition to his work with brands and advertising agencies, Mike actively develops original film and television properties. He co-created and is Consulting Producer on “Storm Chasers” (Discovery) and “BBQ Pit Masters” (TLC / Destination America), both produced through Original Media.

Mike is on the advisory board for the annual Branded Entertainment Forum in New York, Digital Hollywood, and a frequent participant at media conferences across North America.




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