Shaping a Business Strategy for Branded Integration


When Corbis started to work on building a branded entertainment business with newly acquired companies, the CEO turned to Formative to explore business models, refine the go-to-market approach and prototype the platform experience.

Formative quickly focused the business on new channels and data partnerships to make the network credible for agency partners.


Through rapid prototype iterations, Formative helped to design feature sets and tease out key requirements for the platform and for the agency services team that would leverage the system to serve clients.

Formative’s work helped generate funding approval and subsequent build of the Branded Entertainment Network (BEN) platform, which launched in May of 2013 with an announcement at the Upfronts, in partnership with Starcom MediaVest.