Two months in: Bloomberg’s content marketing arm aims ‘to make talking heads sexy’

Kinection, Bloomberg Media’s content division, only became official in May, even though last year the media company produced a dozen multimedia branded content campaigns, shaped by data from Bloomberg Intelligence. “Everyone has come to realize that bringing video, print and online together in the digital space with dynamic content-management systems will breathe a lot of new life into branded content,” said Arif Durrani, commercial editor for Bloomberg Media Studios in Europe. “In the business space, one of the biggest challenges is how to make a talking head sexy. Brands have woken up to the fact that things need a little more context.” Revenue from custom content doubled last year, according to the company, which declined to give exact figures but said instead that it’s a multimillion part of Bloomberg’s business. Advertisement This month, BMW Group…


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