Frantic, marblemedia ride Canada’s Highway

Canadian prodocs Frantic Films and marblemedia have signed first-look deals with an entertainment subsidiary of a Toronto-based global advertising company.

The deals with Omincom Media Group-owned Highway Entertainment will allow the producers to develop bespoke programming and branded content for broadcasters and digital platforms.

Nineteen-year-old Highway’s business model is centred on funding Omnicom-affiliated producers in Canada and abroad.

“These partnerships have limitless potential as there has never been a more opportune moment for great ideas to become a reality on one of any number of new, evolving or existing outlets,” said Highway CEO and president Adam Ivers (pictured).

“Highway has been at the forefront of innovative approaches in the financing and producing of content, and as a part of Omnicom, brings a wealth of resources to this relationship,” said Jamie Brown, CEO and executive producer of Frantic, which is behind shows such as HGTV’s Buy It, Sell It, Fix It and the Canadian remake of UK format Meet the Parents.

“This collaboration allows Frantic to advance our best projects in a new way that will work to the advantage of everyone involved.”

marbelemedia, meanwhile, is behind shows such as Teletoon adult animated comedy The Dating Guy and History Canada’s factual entertainment What’s in a Name?.

“This partnership is a perfect collaboration for our companies as we are internationally known for our innovative business approaches,” said Mark Bishop, marblemedia’s co-CEO and executive producer.

“Highway Entertainment brings a forward-thinking model to financing content and marblemedia is thrilled to be working with them to develop primetime programming that will broadcast on all platforms.”