Investing services brand Charles Schwab has commissioned production for a branded series with Vimeo, set for a release this Summer. The deal, which comes by way of a new strategic partnership between Mediabrands Publishing — the production arm of IPG MediaBrands — and Vimeo, marks the first brand in Mediabrands Publishing’s rolodex to commission content sourcing Vimeo’s talent pool.
“Our goal is to connect with people around our brand values, particularly on the idea of taking ownership, and the videos we’re creating are a compelling way to start that conversation,” said Charles Schwab Executive Vice President and Chief Marketing Officer Jonathan Craig, said in a press release. “We’re looking forward to the launch of the videos, because we think they will be unique and unexpected, especially from a firm in the financial services industry.”
In theory, Mediabrands Publishing will source Vimeo’s pool of filmmakers for branded entertainment projects on behalf of its clients, which, in addition to Charles Schwab include Coca-Cola, Heinz and Burger King. This deal adds to a slew of other moves by Vimeo to empower the professional creator and filmmaking community and to bring Grade-A content to Vimeo.
One interesting nuance is that the Mediabrands Publishing-driven content does not have to live exclusively on Vimeo and can be distributed by the brands on their own channels.
“By combining the array of talent from within the Vimeo community with our creative social and digital teams around the world, we can actualize incredible production with sticky storytelling,” said Mediabrands Publishing Chief Creative Officer, Teddy Lynn.
As the landscape for content creators continues to grow more competitive and crowded, deals like these give cream of the crop talent a substantial opportunity to better monetize.