LONDON –Media agency ZenithOptimedia is one of those now helping clients produce branded video – and it reckons tapping in to existing talent with large audiences is the way to go.

The agency has a division, Newcast, dedicated to creating TV and online video content opportunities for its clients.

“It’s become much richer than ‘just place your TV ad in pre-roll’,” Newcast global MD Mark Waugh tells Beet.TV in this video interview.

Newcast recently used the playbook for a campaign to illustrate the switch-on of UK mobile telco O2’s 4G network.

“We accessed Caspar Lee, who’s just gone through three million subs, in a video where we talk about 4G in the UK,” Waugh says. “We handed him creative control to talk about ‘How does 4G help him reach his audience better?’ That short video has now reached 1.4 million views – and it keeps on going, so the ROI is increasing all the time. That’s what brands are waking up to.”

This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.  This session was recorded in London.