Content & Company
From Wikipedia, the free encyclopedia
Content & Company, also known as Content & Co., is a Los
Angeles-based brand studio, Founded by Stuart McLean in
2008, the company creates and distributes diverse branded
content, including webisodes, micro series, short and long
format series, scripted and reality formats,!”) such as the 2012
production with Subway for a show called "4 to 9ers," a series
of six ten-minute long episodes featured on Hulu, YouTube and
several other websites.{31!41 The company has won various
Cynopsis Digital Model D awards'Il6] as well as Advertising
Age's Small Agency Integrated Campaign of the Year in 2014.7]
Content & Company has received several Effie awards for
shows such as “4 to ers” and Schick Hydro’s “Clean
Break” (819)
Contents
= 1 History
= 2 Projects
= 2.1 "Clean Break"
= 2.2 "Golf Therapy"
= 2.3 "The 4 to 9er
= 2.4 "Summer with Cimorelli"
= 2.5 Subway Fresh Artists Filmmakers
= 3 References
History
Content & Co
Type
Industry
Founder
Headquarters
Website
Content & Co logo
Privately held company
Entertainment
Stuart McLean!
Los Angeles, California, U.S.
‘www.contentandcompany.com (htt
pulywww.contentandcompany.com)
Content & Company was founded in 2008 by Stuart McLean. Previously, McLean co-founded Bedell McLean
Branded Entertainment, and later was co-president of JWTwo Entertainment.!!°! McLean is the chief executive
officer of Content & Co.
In 2010, Content & Co. launched the action sports series "Clean Break" for Schick Hydro on Crackle in
June,!!I02] and produced "Golf Therapy: Life Lessons and the Pursuit of Par" with Subway and actor/producer
Brian Baumgartner in July 2010.41 Also, Content & Co. launched the Subway Fresh Artists eampaign!“4l in
September 2010.
In 2012, Content & Co, launched "The 4 to ers," a scripted comedy for Subway that was distributed on Hulu,
YouTube and other websites.'5) In 2014, Content & Co. partnered with Subway and AwesomenessTV to launch a
series called "Summer with Cimorelli."(5)
Projects"Clean Break"
Content & Co. teamed up with Schick Hydro to create a branded entertainment web production called "Clean
Break."!!¢] The action-sports web series, which was initially distributed by Sony Pictures Television's
Crackle.com, now airs on Fuel TV!'7] and Yahoo!.!'8] The series features two young male athletes who lead
viewers through a series of destinations for sports along the Pacific Coast, including kite-boarding, surfing and
skateboarding. Schick was not directly integrated into the series, however the brand did receive exclusive pre-roll
and display inventory surrounding the "Clean Break" webisodes. The series started in 2010 and has run for three
seasons.{19]
"Golf Therapy’
In July 2010, Content & Co partnered with Subway, NBC and Emmy award-winning actor Brian Baumgartner of
The Office to produce the branded entertainment project "Golf Therapy: Life, Lessons and the Pursuit of Par."(201
The one-hour comedy/sports special aired on NBC August 1, 2010. The special featured Baumgartner trying to
overcome his nightmares of his annual appearance in the Lake Tahoe celebrity golf toumament by getting tips
from various professional athletes. Guests included Los Angeles Lakers’ Pau Gasol; New York Yankees' pitcher
CC Sabathia; current and former New York Giants defensive linemen Justin Tuck and Michael Strahan; U.S.
Olympic gymnast Nastia Liukin; Muhammad Ali's daughter Laila Ali, a former pro boxer; and Green Bay Packers’
quarterback Aaron Rodgers. Subway backed the project as a way to promote its "Famous Fans" program, which is
made up of athletes who promote the brand, and aired the special on screens in its 23,000 stores across the
country.!1II221 The series began in 2010 and has run for three seasons.
he 4 to 9ers"
"The 4 to Sers" is a scripted comedy for Subway that launched in 2012. It follows the lives of high school students
they begin part-time jobs. Season two evolved to focus on recent college graduates working part-time jobs in
order to move out of their parent's house. The series is written, directed and produced by Two and a Half Men
director Jamie Widdoes, writing veteran Tim O'Donnell (Growing Pains, Dave's World) and Content & Co
Executive Producer Peter Isacksen, Actors including Doris Roberts, Amy Yasbeck and Ted McGinley have all
starred in the show. The program runs on Hulu, with additional content on YouTube, Instagram, Facebook and
Twitter. Season one became a top short-form comedy on Hulu and the series is now going into its third
season,{31/41(231124)
"The 4 to 9ers" series has won awards including Advertising Age's 2014 Small Agency Awards (silver in the
Integrated Campaign of the Year category),!) 2014 thinkLA Interactive Idea Award (Best Video Campaign),(?5)
and MediaCom's 2014 Festival of Media Awards (Best Digitally Integrated Campaign and bronze in Best Use of
Content).(261 {t also won a Creative Media Award in 2014.27)
“Summer with Cimorelli"
Content & Co worked with Subway and AwesomenessTV to launch a new scripted comedy called "Summer with
Cimorelli" in 2014. The series stars Cimorelli, a six-sister a cappella group, made popular on YouTube. It is cross-
promoted by Subway, AwesomenessTV, YouTube and Cimorelli.!?3)
Filmed on location throughout the Los Angeles area, "Summer with Cimorelli" is a five-episode comedy about
how the Cimorelli sisters survive the summer with no parents and no money. The series is written by Douglas
Lieblein, co-executive producer of Hannah Montana, directed by Melanie Mayron, director of ABC Family's
Pretty
Jittle Liars and executive produced by Peter Isacksen of Content & Co.!?31128]Subway Fresh Artists Filmmakers
Content & Co works with Subway, the USC
‘chool of Cinematic Arts and the New York University Tisch School
of the Arts on an original web-series competition called the "Subway Fresh Artists Filmmakers" program_29l The
winner receives Subway-funded online distribution, potential film festival screenings and in-store promotion. The
webseries made in the competition were distributed by My Damn Channel and IFC, and Content & Co. partnered
with the Academy of Television for the Subway Fresh Artist awards.29] The Subway Fresh Artists campaign!'41
launched in September 2010 and has been running for five years. More than 1,200 bands entered the competition
and over one million consumers listened and voted through OurStage and Clear Channel Radio, now known as
iHeartMedia stations. The winning band, Stars Go Dim, had the opportunity to open for a Goo Goo Dolls
concert.{4)
References
1. Dina Gachman (25 April 2014). "How The Sony-
Mattel Barbie Movie Could Re-Energize The Brand” (h
{tp:/www.forbes. com/sites/dinagachman/2014/04/25/h
ow-the-sony-mattel-barbie-movie-could-re-energize-th
e-brand). Forbes. Retrieved 31 December 2014,
2. Katharina Volkmer (2 April 2013). "Content & Co's
Stuart McLean on Entertainment Financed by Brands"
(http://wwwthe-makegood.com/2013/04/02/content-co
s-stuart-melean-on-entertainment-financed-by-brands!)
The Makegood. Rettieved 31 December 2014
3, Maureen Morrison (28 July 2014). "Small Agency
Integrated Campaign of the Year, Silver: Content &
Co.” (http://adage.com/article/special-report-small-agen
cy-conference-and-awards/small-agency-integrated-ca
‘mpaign-silver-content/294247/), Advertising Age.
Retrieved 31 December 2014
4, Zmuda, Natalie; Bruell, Alexandra (24 September
2013). "Everyone Wants In on Content, But What's the
Best Approach?" (http://adage.comvarticle/media/agene
ies-talent-houses-marketers-content/244264/).
‘Advertising Age. Retrieved 31 December 2014.
"Cynopsis Digital Model D Awards Nominate Empire
City Casino's Clare Galterio as Best Host for ‘Clare on
‘You & A’ on Music Choice” (http:/svwvbroadcastinge
able.com/thewire/cynopsis-digital-model-d-awards-no
‘minate-empire-city-casino-s-clare-galterio-best-host-cla
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6."2013 Model D Awards Winners & Honorable
Mentions" (http:/www.cynopsisdigitalsummit.com/mo
del-d-awards/). Cynopsis Digital Summit. Retrieved
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awards/mubtayzik-hoffer-tops-ad-age-2014-small-agen
cy-awards/294169/), Advertising Age. 28 July 2014.
Rettieved 31 December 2014
8. "2012 Bronze David Vs. Goliath” (http://www.effie.or
sg/case_studies/case/2120). Effie Worldwide, Retrieved
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9."2014 Silver" (hutp:/iwww.effie.org/case_studies/by_cat
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2018,
10, Creamer, Matthew (2006-06-07). "Leading JWTwo
Entertainment's ‘Brand Studio’ | People & Players -
Advertising Age" (http://adage.com/article/madisonvin
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studio/109718)). Adage.com, Retrieved 2012-07-06.
11. Hampp, Andrew (2010-06-28). "Schick Puts Brand
First in Clean Break’ With Web Model | Digital
Entertainment - Advertising Age" (http://adage.com/art
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12 Elysia McMahan (12 August 2013). "The Journey
Begins with Schick Hydro’s ‘Clean Break’ Series" (htt
py/firsttoknow.com/schick-hydros-clean-break-series-p
ushes-the-limits/). First to Know. Retrieved
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13. T.L, Stanley (9 August 2012). "Celebs, Brands Partner
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14, "Subway Fresh Artists" (http://www.ife.com/sxsw/sub
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15, Felix Gillette (28 August 2014). "Hollywood's Big-
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‘Clean Break" (http://www. fuel.tvicleanbreak). Fuel
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bow on Fuel TV, Yahoo" (http://www-variety.comvartie!
e/VR1118055466). Variety, Rettieved 2012-07-06,19, Macsai, Dan; Amdt, Rachel (1 September 2010). "The
‘Web's Best Branded Videos Sell and Entertain” (http://
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20. Graser, Mare (2011-07-29). "Subway rides sports
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tvinews/subway-rides-sports-content-1118040601/).
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22, Jon Gold (20 July 2012). "Brian Baumgartner on
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23, Stuart Elliot (2 June 2014). "Subway Expands Its Slate
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riginal-web-shows html?_r=0). The New York Times.
Retrieved 31 December 2014
sam Thielman (27 April 2014). "Hulu CEO Mike
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24
= This page was last edited on 1 March 2017, at 09:31
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Categories: Entertainment companies of the United States | Companies based in Los Angeles
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