Imagination’s European Creative Strategy director Paul Simonet spoke at Blender, a panel discussion on the convergence of the media industries held by Show and Tell Films and supported by New Media Age.

Addressing 150 film, TV, digital media and advertising representatives, Simonet said brands are under increasing pressure to create an experience, not just deliver a message.

“Digital convergence’s strength is the ability to infiltrate our passions and become relevant to our lives. However the challenge is to do it in a way that is rewarding to your audience while generating value and income for the brand,” he said.

While convergence seems to be content driven, the real driver is the control of the content, Simonet said.

“The value for brands is being able to control and measure who accesses that content and how. Ultimate access for everyone is not the friend of commercial interest.”