Media Companies Lean Into Trusted Brands, Established Channels for Marketing Services

[caption id="attachment_153707" align="alignright" width="290"] Creative from "Merrell Magic," a custom-content campaign by AIM's Catapult Creative Labs and Backpacker magazine.[/caption] Requiring deeper insights and data, broader access to audiences and agency-like services from publishers, brands are becoming savvier about their marketing investments across the board, and publishers are responding to that trend by leveraging their expertise and audiences. B2B and consumer media brands are known experts in a given industry or topic, allowing them to promote their authority and audiences to brands. In recent years, this has evolved into an entire suite of existing in-house marketing services, and publishers are increasingly transitioning into the role of a creative agency. Collectively, this is creating a one-stop shop for brands that want to partner with influential publishers on marketing. Active Interest Media launched their marketing services arm, Catapult Creative Labs, three years ago after chief innovation officer Jonathan Dorn continued to hear frustration among clients. “Jon kept hearing from a lot of our partners that they couldn't find a good creative agency that could help them accomplish their [marketing] goals and understand their space,” says Kelly Blake, VP of Catapult Creative Labs. “Manufacturers who are advertising or partnering with us at different levels, they couldn't find a creative agency that could help them execute collateral and other things... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2019-03-27 00:00:00 UTC ]
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