The Branded Content Marketing Association (BCMA) has opened a Canadian chapter that will be led by Kaaren Whitney-Vernon, chief executive of Toronto-based branded entertainment agency Shift2.

BCMA Canada’s founding members include Walmart, Shaftesbury, SGS International and KPMG. The new chapter will host a kick-off event on September 11th at Theatre Park in Toronto during the city’s international film festival.

“Canadian brands and marketers have really embraced the impact and potential of branded entertainment. We are thrilled to bring the BCMA to Canada and extend our efforts and expertise to the international stage,” said Whitney-Vernon, president of BCMA Canada, in a statement. “Our mission is to create an engaged and active community for branded content professionals throughout Canada and to work towards building a standardized tool for measurement – we look forward to welcoming like-minded organizations to join us in this endeavour.”

“We are so excited to bring the BCMA to the Canadian market. This is a group of inspired collaborators, curious brand-builders and made-in-Canada advocates. The BCMA is ready to open the doors to our fierce ad community that are boldly both consumers and creators of awesomely engaging content,” added Heather Loosemore, senior director of marketing at Walmart Canada.

Based in London, the BCMA is a global trade body with chapters in North America, Europe, Africa and South America.