Turner Ignite Studios Offers a Fresh Take on Branded Entertainment

Cohen who oversees the new studio has a long history with product integrations and branded content with stints at USA Network and Telepictures before coming to Turner nearly eight years ago to support integrated marketing across TBS and TNT including a focus on Turneramp8217s thennew latenight talent Conan O39BrienquotThroughout my time here the acceleration of change has been immensequot Cohen said in a recent interview amp160quotI was able to see some of that when I was at USA Network but in the last four or five years with the rise of social media it has tripled in speed and how we39ve had to keep up with client demandamp8220When I first came onboardamp8221 she said amp8220content marketing really focused on brand integration which could prove cumbersome amp160An advertiser would often ask for placement in a scene of our programming amp160Weamp8217d have calls with the writers and end up with a scene that perhaps wouldn39t shoot for several months and then many more months would pass before the episode actually airedquotSeequot Cohen added amp160quotNot very nimblequotamp160Cohen and her colleagues went looking for a more flexible solution one that gave advertisers direct unfettered access to the creatives making the content and the ability to tell more of their brandamp8217s storyamp160 After experiencing the success of Courageous the brand studio attached to the news division of Turner and in response to client demand Turner Ignite saw an opportunity for a similar offering dedicated to the entertainmentside of the house amp160The result is Turner Ignite Studios which supports Adult Swim TBS TNT and truTVGreg T Gordon most recently Head of Video Operations for Vox Media was brought on by Cohen as the studio39s Vice President and Creative Director amp160quotHe39s done a really amazing job shaping where we want to head creatively and has very specific types of creators in mind to bring onboardamp160 We want to tell stories you can39t keep to yourselfquotAnd tell them in a digitalfirst way amp160quotWe were very intentional with how we built the studio forming a team of digital native creatorsquot Cohen explained amp160But just as linear TV and digital content require different sensibilities so too do the many different digital platforms content shot for YouTube can39t simply be uploaded to InstagramCohen and her team are leaning into these differences amp160quotIf a marketer wants longform creative on YouTube we39d talk about producing a truly premium entertainment experiencequot she said amp160quotBut if what a marketer wants is a quick hit where people watch and share on the go then we may go for scrollstopping video for the Facebook or Instagram frame of mindamp8221These experiences can fit into any entertainment genre and drama remains an important touchstone but for Cohen the different comedy brands in the Turner family are the keystones amp160quotComedy is subjectivequot she asserted amp160quotWhat I think is funny can vary so much from what my neighbor thinks is funnyquotBecause comedy is so personal it39s a good thing that under the Turner umbrella there are many flavors across the companyamp8217s distinct comedy brands amp160Adult Swim TBS and truTV amp160All have different voices and more to the point different audiences amp160And because Turner Ignite will be distributing the branded content through those networks39 social channels those different audiences have already opted in amp160quotWe also have the ability to precisely reach those fans with Turneramp8217s audience intelligent practice Launchpadquot Cohen addedSo who39s going to be writing and starring in this content amp160quotWeamp8217re focused on creating content that captures the ethos of our entertainment networksamp8221 Cohen saidamp160 amp8220Being part of such a large media company we do have access to talent readily across Turneramp8217s portfolio and beyond based on the clientamp8217s objectivequotBecause it39s still early days and Turner Ignite Studios is playing in such a large sandbox there39s room to grow and time to refine its mission and methods Cohen pointed out quotWe39re constantly evolvingquot she reflected amp160quotWe know we need to be 10 steps ahead of where people are going and weamp8217re excited by what lies aheadquotClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Turner Ignite Studios Offers a Fresh Take on Branded Entertainment

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Oriana Schwindt

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