007 – Katie Kim of Cadillac – The 115-Year Old Startup’s Strategy to Outwit

A luxury car brand’s relationship with content creation, brand partnerships and experiences with Cadillac…

Katie Kim (Manager of Brand Partnerships and Experiences at Cadillac) discusses consumer touchpoints in the real world and the new brand experience center in SoHo, New York City Cadillac House in a conversation presented by 24 Seven Talent, in the MouthMedia Network studios powered by Sennheiser. With hosts Lisa Berger, Dalia Strum and Edward Hertzman.

Cadillac House, outwit vs. outspend, and quantifying success

Kim describes Cadillac’s sprawling scope of work with breadth and depth in creating content from brand partnerships and experiences, the move of the global HQ office from Detroit to New York City, and Cadillac House as a new way to experience the brand. She describes Cadillac as a nostalgic brand of accomplishment and luxury, and touches on how the brand is taking positive nostalgia and translating it into a regaining of brand relevance today. Cadillac can be thought of as a115 year old startup and underdog, which shakes up how the company does business overall.

Kim talks about the importance of New York City as the center of luxury in the US, and why Cadillac can’t just copy what other car makers are doing. Instead of playing catch up with other brands, Cadillac is striving to strategically outwit them. She covers traditional communication vs. social media planning, and explains how everything Cadillac does is designed to be shareable. Cadillac is still determining benchmarks and commercial viability for brand experiences and partnerships, but is maintaining focus on clicks vs. engagement and ROI to quantify success and paint the picture of how buzz-worthy each event they host is.

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006 – Tracy Doyle of T Brand Studio at The New York Times – Creativity Meets Integrity

Branded Content at The New York Times…

Tracy Doyle, Creative Director, Fashion & Luxury for T Brand Studio at the New York Times (Doyle’s profile), joins hosts Lisa Berger, Edward Hertzman and Dalia Strum in the MouthMedia Network Studios powered by Sennheiser. Presented by 24 Seven Talent.

Telling Brand Stories with Journalistic Integrity

T Brand Studios, the New York Times Branded Content Studio, was founded about 3 years ago in New York, and is now international with companies in London, Paris, Hong Kong, and soon, Singapore. Doyle defines the company as “the idea that in its truest essence, the NY Times is a document of life being lived, and therefore the natural extension of stylistic expression of T Brand Studios is a narrative. Above all, we are storytellers.”

Doyle explains that the integrity behind the journalistic aspect of the New York Times is what motivates all areas of the company, but that branded content is different from journalism, though the lines at other companies are becoming blurred. She notes that “Media companies are starting content studios – and they’re coming in various forms.” T Brand maintains journalistic standards and stays away from what Doyle calls the “woman on a beach with a bottle of perfume” generic advertising to create stories behind each piece of content and campaign. This lures fashion and luxury clients to T Brand because they acknowledge the need to better target their audience, and know that the standards and experience of T Brand will create the different but necessary content in a timely manner with great quality.

Formal journalists are now transitioning to content creators, writers, and a staff of producers within T Brand Studios, and they are there to create revenue but also high quality content. Doyle references the “Agency of the future model” – a lot of different news companies are now laying off employees because they don’t have the skill sets needed to survive in today’s market.

How Does Story Telling Influence Content?

As a Creative Director, Doyle truly sees the art in content, and noted the need for constant materials because instead of visual, in-person artwork and ads, content is “scrolled” and can easily be missed. This is why she says that her first instinct is not a print first campaign. She says as long as they know their demographics and target audience, T Brand can do the rest and tell the story in the best medium possible. By telling a story and not flashing product in the consumer’s face, the content is received on an emotional level, inspiring a want and a need to have that lifestyle, or that item. Rather than telling the audience why they should buy something, telling a story shows the customer why they need a given product and how it will fit in their lifestyle. One example Doyle gives is a recent video series for Tiffany & Co. No one was required to have on Tiffany jewelry and there was no product placement. The only branding was a Tiffany Blue paint splat at the end of each episode. The piece was forward thinking and very successful because it played on emotion.

The conversation then goes into a timeline of how content has evolved from 2005 to 2020, from loyalty strategy to marketing tactics and marketing strategy to the current model of content strategy.

005 – Otto Bell of Courageous Studio at CNN – Making Headlines for Brands

The opportunity to be newsworthy for brands and make headlines for them…

Otto Bell, Chief Creative Officer of Courageous Studio at CNN (Turner’s first brand studio – (profile)), joins Lisa Berger, Dalia Strum and Edward Hertzman at the MouthMedia Network Studios powered by Sennheiser. Presented by 24 Seven Talent.

The genesis of Courageous, stories with editorial merit, and the eclipse event

Otto Bell, Chief Creative Officer of Courageous Studio at CNN, discusses the genesis of Courageous, Turner’s first brand studio, and what it’s been like to make branded content for CNN, HLN and Great Big Story. Bell says that while embarking on creating branded content for Courageous, it’s been important to him to maintain brand credibility and he’s taken particular care to avoid eroding the audience’s trust in the brand. Bell says what sets CNN apart is the brand’s authority its history in video. CNN and Courageous offer more than 50 points of video-driven distribution, from Snapchat to airport channels and robust social channels – Courageous is a one-stop shop for a true global rollout of content campaigns. Bell also notes that Courageous has a full-time, in-house team of cinematographers, editors, photographers, graphic designers etc. and this enables the team to create the best content possible. They can recruit top talent because of the brand’s reach (they offer artists a chance to have their work seen by a tremendous audience) and because Courageous offers the opportunity to learn marketing from the ground up, to become fluent in getting ideas commissioned. He touches on how Courageous is not in the business of making “fluffy advertising”, and how they are looking for stories that have editorial merit. Bell goes into the excitement of working on the eclipse concept this past summer. His team worked with Grey and BY MindShare to bring the world access to the moment of totality. They used new technology and high dynamic range cameras with 44 incoming feeds (around 6 times more than a usual CNN day).

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004 – David Carson of The New Stand – If a Blog and a Bodega Had a Baby

Experiential hybrid of retail and media…

David Carson, Co-founder and CMO of The New Stand (a bodega with new products, new content, and new experiences for people on the go, packaged with a spirit of service, style, and modern convenience – (profile)) joins hosts Lisa Berger, Edward Hertzman and Dalia Strum in the MouthMedia Network Studios powered by Sennheiser. Presented by 24 Seven Talent.

Brick and mortar and ferries, improving the commute, and the value of membership

David Carson, Co-founder and CMO of The New Stand and Berger discuss how they met. Carson shares his view on The New Stand, it’s as if you took your favorite local bodega and favorite blog and merged the two. The key is convenient access; The New Stand’s brick and mortar locations are now complimented by locations in all of the brand new New York City ferries on the East River which Carson goes on to say have been more successful than anticipated. He explains that The New Stand concept was based on the idea that people have been commuting to commute, but the experience can be upgraded with a lovely shop for things you need (including beer and wine). Carson shared the genesis of the first store in the Union Square Station, and how The New Stand has helped improve commuters’ days. He dives into the corporate partnerships including one with Havianas, offering promotions like membership cards and concerts with discounted tickets for members. , Carson goes on to explain the challenging logistics of the three underground stores, and the demand for this type of model in airports. Berger brings gifts to the hosts and producers purchased at The New Stand in Union Square that morning.

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003 – She Runs It Media Insights Breakfast – Captivating Consumers

Recently, we had the privilege of being in the room with a remarkable and distinguished panel of content leaders as part of the She Runs It Media Insights Breakfast event at the New York Times building during Ad Week. Panelists from companies such as The New York Times, Prudential, Glossier, IBM Watson, Belvedere Vodka, and HBO shared insights and important information on “how marketers use targeting, technology, and immersive experiences to drive better business results and captivate consumers on a visceral level”. We were given access to the full discussion which we are able to share with you here, on Content Is Your Business. She Runs It works to pave the way for women to lead at every level of marketing and media. The event was sponsored by Twitter, Teads, Centro, Ruble and The New York Times.

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002 – Ritesh Gupta of Vayner Media – The New Wild Wild West

Content for brands and why content is the new wild, wild west with Vayner Media…

Ritesh Gupta, Video Creative Director of Vayner Media (profile), joins hosts Lisa Berger, Edward Hertzman and Dalia Strum in the MouthMedia Network Studios powered by Sennheiser. Presented by 24 Seven Talent.

Creative problem solving, endless opportunity, and the emotional core

Ritech Gupta, Video Creative Director of Vayner Media, shares his view of the digital landscape as a creative problem solver. He says Vayner Media takes a brand message and packages it in a way that will have a meaningful result. According to Gupta, there is no better time to be alive doing this kind of work and that following your heart and the emotional core of the story you’re telling should be the guiding forces. He walks us through his work with Budweiser and MLB as well as the genesis of the “Harry Caray’s Last Call” famous spot in which Budweiser uses digital effectively in the partnership with Folds of Honor.

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001 – Josh Stinchcomb of Conde Nast – Creating Content Experiences

Content Experiences for Brands with Conde Nast…

Josh Stinchcomb , Chief Experience Officer for Conde Nast (a premier media company renowned for producing the highest quality content for the world’s most influential audiences – (profile)), joins hosts Lisa Berger, Edward Hertzman and Dalia Strum in the MouthMedia Network Studios powered by Sennheiser. Presented by 24 Seven Talent.

Partnerships, being immersive, and emotional connection

Josh Stinchcomb, Chief Experience Office for Conde Nast, reviews how Conde creates bespoke activations for brand partners of the company by fostering relationships with people in the editorial, tech and business teams of their 22 titles. Building the process in real time, 23 Stories is able to create experiences for partners that have never been done before. The goal is to create an emotional connection with consumers that feels important and is measurable. Stinchcomb explains how marketers aremore sophisticated today in our ability to measure engagement, as content and experiences can be shared digitally. He also asserts that people are willing to pay for a B2B component that provides interaction. He talks about how Conde Nast can track and measure results of movement on product consideration and purchase intent.

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