Turner Broadcasting today announced the unveiling of Courageous, a first-ever branded content studio for marketers utilizing the breadth of Turner’s multi-screen news brands CNN and HLN. First teased at the Turner Upfront event last month, Courageous will play a key role in the company’s overall commitment to producing industry-leading premium branded content. The studio’s production capabilities will range from multimedia “super stories” to longer-form flagship series, along with distinct integration opportunities that capitalize on CNN’s all-screen global power.
The Courageous team of top-caliber storytellers, editors, producers, videographers and data scientists will apply their distinctive RED methodology to brand partnerships: Relevancy, Execution and Distribution. Employing the team’s journalistic instinct to identify culturally-significant brand narratives, the studio will produce relevant storytelling through its unmatched video expertise that meets the marketing objectives of advertising partners. Courageous content will then have the capability to be distributed across CNN's global portfolio of linear and digital properties as well as optimized for success on social platforms. All Courageous custom content will be exclusively created by the Courageous team and clearly labeled as sponsored to uphold CNN’s editorial integrity.
Courageous will play a key role in Turner Broadcasting’s overall branded content strategy, led by Dan Riess, executive vice president of Integrated Marketing and Branded Content. “Now we can offer marketers the opportunity to harness the value proposition of CNN like never before,” said Riess. “CNN is the most trusted name in news. It has two fully distributed television networks as well as CNN Airport Network, one of the largest digital and social audiences in the world and a true global footprint. Combine all of this with CNN’s video storytelling heritage and it’s clear why Courageous is an important step as we build on Turner’s existing content marketing capabilities for our clients.”
Courageous is headed by vice president and group creative director Otto Bell, who joined CNN to lead the studio in March. An award-winning veteran in client-facing creative solutions, Bell most recently served as the creative director of OgilvyEntertainment. Reporting to Michal Shapira, senior vice president and head of Integrated Marketing for CNN Ad Sales, Bell’s team will consist of current and new employees dedicated to power the content studio and select cross-portfolio deals for Turner Broadcasting.
CNN already has a history of delivering innovative branded content and integration for advertisers across the brand’s premium global portfolio, spanning CNN and HLN live news and original programming, CNN Digital Studios, CNN Films, HLN set design as well as digital platforms such as CNNgo.
CNN Worldwide is a portfolio of two dozen news and information services across cable, satellite, radio, wireless devices and the Internet in more than 200 countries and territories worldwide. Domestically, CNN reaches more individuals on television, the web and mobile devices than any other cable TV news organization in the United States; internationally, CNN is the most widely distributed news channel reaching more than 271 million households abroad; and CNN Digital is a top network for online news, mobile news and social media. Additionally, CNN Newsource is the world’s most extensively utilized news service partnering with hundreds of local and international news organizations around the world. CNN is division of Turner Broadcasting System, Inc., a Time Warner Company.
Turner Broadcasting Ad Sales monetizes the company’s portfolio of leading news, sports, kids and entertainment properties through advertising and brand activations. Attracting a wide-scale audience of diverse consumers, the collection includes leading media brands CNN, HLN, TBS, TNT, truTV, Cartoon Network, Boomerang, Adult Swim, Bleacher Report and Turner Sports’ high-profile coverage of the NBA, MLB, NCAA and PGA. In addition, the company has digital sales partnerships with the NBA, NASCAR, NCAA and PGA.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.