Tech Mahindra and WSJ ink content marketing deal

Tech Mahindra, a global provider of digital and IT services, has inked a three-year partnership with WSJ. Custom Studios, the custom content marketing division of The Wall Street Journal.The two organisations will collaborate to develop custom content focused on technology and create thought leadership articles aimed at global business leaders.  Called ‘In The Future’ the multimedia custom-content program aims to drive conversations and illustrate the potential benefits of growing connectivity. This will involve the creation of original stories and video that span print and digital media, tablet and mobile, graphic solutions, social media and events.The campaign will deliver unique insights from top thought leaders in their respective fields and engage audiences as to what the future means for them.Central to the ‘In the Future’ program is Tech Mahindra’s three-year sponsorship of The Wall Street Journal CEO Council’s annual meeting in Washington, D.C. in November, which boasts an exclusive, invitation-only membership that brings together the world’s most influential leaders of industry, finance, government and policy. The participating CEOs head up companies from 11 countries and a diverse group of industries that collectively employ more than five million people and generate more than US$2 trillion in annual revenue.“WSJ. Custom Studios is committed to producing best-in-class custom content in partnership with the world’s leading companies, delivering compelling campaigns to drive innovative marketing solutions,” said Trevor Fellows, executive vice president & global head advertising sales, The Wall Street Journal. “In launching ‘In The Future’, we look forward to leading a multi-faceted program across print, digital, and social media, supporting Tech Mahindra in effectively reaching a globally ambitious audience.”“From a brand perspective, if we want to change and not be forced to change, then we have to take a leap into the future,” said Indraneel Ganguli, global head of brand, Tech Mahindra. “‘In the Future’ underscores our commitment towards creating solutions for the connected world of today, and tomorrow.”