Many publishers have moved in this direction already, forming teams akin to creative agencies within their business development operations.
The differentiator, however, is whether publishers decide to form separate creative marketing teams or leverage existing editorial and design talent to produce the sponsored content. 23 Stories, named after the 23 stories Condé Nast's editorial and creative teams occupy at 1 World Trade Center, chose the latter.
“We are changing the branded content game with 23 Stories by Condé Nast by offering marketers, for the first time, access to our unparalleled editorial assets,” says Condé Nast chief marketing officer Edward Menicheschi in a statement.
Pat Connolly, vice president of marketing solutions for Condé Nast Media Group, will head up the new team, which will report in to Menicheschi. The studio will also offer video content services, and that production team will be headed by an executive from Condé Nast Entertainment who has yet to be named.
The formation of the group centralizes sponsored content services under a single banner and also formalizes the use of in-house editorial and creative talent.
Like other publishers, Condé Nast had been providing native advertising brand-by-brand, but 23 Stories brings it into a single group structure and marks the first time the editorial teams will be directly engaged to create the content.