I never thought, in earlier days, that I would work for an advertising agency, never mind run its content creation. But Story had a philosophy I could get behind: Advertising is dead; people only have experiences that they opt in for, and so advertisers need to become publishers. So for three and a half years, this is what I did: first as Executive Creative Director and then as Chief Content Officer, producing videos and animations, print magazines and blogs, social media outlets and email campaigns, for some of the world's biggest brands. We won lots of awards and entertained lots of people and made many brand managers very very happy.
Case Study: WGN America. For this syndication channel, the challenge was giving them an identity, despite the fact they had none of their own original content. We focused on each show's "Superfans:" flying them to New York, filming them in the show's locales, and generally elevating them to stardom. This unprecedented involvement induced them to share co-created content (like this Season One recap) with their own fan bases, giving our social media channels a boost. Result: nearly two million Facebook fans and counting. (And a Shorty Award nod!)