BBH plots branded content operation

Bartle Bogle Hegarty is plotting a content venture, to be headed by Charles Garland, Simon Fuller's partner at 19, and the founders of Gum, Saatchi & Saatchi's branded content division.

Zag, the brand invention arm launched by BBH in April 2006, and headed by Neil Munn, the former Unilever brand director, is in talks with the group about forming a joint venture.

The BBH venture is understood to be in early stages of negotiation, but sources suggest that it will be a non-traditional advertising enterprise based around branded content, cultural trends, music and sport.

Amos and Andreas Neumann, the founders of Gum, are involved in the proposal, along with Garland, Mark Cadogan, who, until recently, was the head of strategic brand partnerships at Xbox EMEA, and is now the managing partner at Brand Endorphines LLP, and Malcolm Crease, a marketer who specialises in sports and entertainment.

Crease has also recently launched Global Digital Content Labs, which is a sports marketing company.

Amos and Neumann left Saatchis in June of this year to set up their own branded content company with hedge-fund backing.

Since then, the pair have continued to work on a variety of projects with Gum on a consultancy basis.