This ain't your usual product integration. Turner Ignite Studios is Turner's new digital entertainment studio for brands. It’s just a few months old, but Jenn Cohen, Senior Vice President of Entertainment Content Partnerships, is already looking to make a mark and is introducing the new creative offering at Sundance -- yes, Sundance -- for a session on the evolution of branded entertainment at Brand Storytelling, a sanctioned festival event. This studio’s plot twist? Instead of working with linear TV productions, everything coming out of Turner Ignite Studios is digital-first, fully customized and distributed through Turner's social channels.
Through the last several years, one buzzy term has kept its buzz: Big Data. And though every ad sales team worth its salt is touting just how much information they have about their audiences and clients' potential customers, Turner admittedly has quite a treasure trove of data at its fingertips, courtesy of new(-ish) owner AT&T.;
When Discovery, Inc. purchased Scripps, ad sales chief Jon Steinlauf knew he would have to find a way to make selling 17 networks at least a slightly less daunting task. The solution was to put together the combined company's 12 most prominent brands into three different bundles to take out into the marketplace. The tactic is still fairly new, but it is already bearing fruit, says Executive Vice President Karen Grinthal, who had been at Scripps for two decades before the acquisition, and is leading the bundle comprised of Food Network, TLC, OWN, and Cooking Channel.