As advertisers clamor for ever more compelling ways to reach audiences, Time Warner’s Turner Broadcasting has unveiled Courageous, a new branded content studio for CNN and HLN.
First teased at the Turner Upfront event last month, Courageous aims to produce “industry-leading premium branded content” and “relevant storytelling … that meets the marketing objectives of advertising partners,” the company said in a statement. Its content will be distributed across CNN’s global portfolio of linear and digital properties and social platforms.
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.
CNN 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,” Riess said.
Courageous will be headed by vice president and group creative director Otto Bell, the former creative director of Ogilvy Entertainment, who joined CNN to lead the studio in March. He will report to Michal Shapira, senior vice president and head of Integrated Marketing for CNN Ad Sales.