CNN debuts consultancy unit called CNN Reach

CNN International has launched a new consultancy unit called CNN Reach which looks to better enable clients in working with the company in planning and creating campaign content. This also includes advising on and executing distribution and media buying on both CNN platforms and off its platforms.

The CNN Reach team will also be based out of CNN International’s Singapore and London offices. The statement added that the offering will also offer first-, second- and third-party audience targeting across CNN, as well as parent company Turner’s portfolio.

CNN Reach’s launch also comes on the back of CNN widening its service capabilities for Create, CNN International Commercial’s (CNNIC) branded content studio, which is involved in 60% of the arm’s campaigns. The team will report to Rob Bradley, vice president, digital commercial strategy and revenue at CNN. This is while working closely with James Hunt, VP of Create, and all CNN’s international advertising leads, which includes Sunita Rajan, SVP advertising sales, and her team in Asia.

The team, which consists of four people, will be led by Leo Urushibata, CNNIC’s director of content optimisation, with plans to expand the team in the future. The team also leverage on a range of skill sets such as content strategy, planning, paid media buyers and digital marketers, and audience development.

The CNN Reach team will also specialise in data and analytics to build custom audience segments for targeting across CNN properties, social platforms and voice-based devices such as Amazon Alexa. The team will also be responsible for managing campaigns and optimising them across platforms.

In addition, the team will also be able to leverage on CNN commercial and editorial colleagues who have experience testing content for distribution channels tested by CNN editorial and branded content teams. For example, if CNN data shows that a piece of content is not resonating on a particular platform, the team is able to switch courses or work with Create to produce new content that works on a different platform.

CNN Reach looks to showcase how CNNIC is bringing a consultative approach to its work with partners. Create was formed over 10 years ago to advise and create commercial content, while the launch of CNN TASK was aimed to offer consultative approach to the travel and tourism sector in nation branding and other marketing and communications.

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