As executive director of Brand Lab, my goal was to harness our editorial teams to redefine the potential of branded content as something people actually want to watch. Scroll down for some examples of products I rolled out for clients:

Warner Brothers: on one end of the spectrum, branded content can look like product placement. On the other end, it can look like an informercial. I created a third way called “Lookalikes"—leveraging editorial insights to make content that’s more brand-heavy than product placement, yet engages audiences for much longer dwell times than an ad. For Warner Brothers, we produced two videos using data insights from editorial series such as Technique Critique, Each and Every, and Truth or Dare, which went on to become the most-watched branded videos ever on Wired and Teen Vogue.

Belvedere: this is an example of a product I created called "Custom Preroll". The idea is to supplement CPM monetization by producing simple thematic alignments with popular editorial content. This example ran next to Vanity Fair’s popular editorial series Slang School, and outperformed Belvedere’s brand-produced preroll in A/B tests.

Novartis: as part of my initial strategy review for Wired and The New Yorker, I saw that branded content underperformed when it deviated from brand voice. In response, I created standardized buckets of creative production templates to ensure that all content remained on-brand. This is an example of the “Reports” bucket I created, which went on to win Gold at the MM&M Awards.