As co-founder and creative director of Bloomberg’s custom content studio, I played a pivotal role in launching and evolving Bloomberg’s data-driven content solutions. This initiative harnessed Bloomberg’s unparalleled data resources to create uniquely targeted content that not only met clients’ needs but also set a new standard in the industry. Key contributions included:
- Strategic development: Collaborated with senior leadership to refine Bloomberg's custom content vision, helping drive a 70% year-over-year revenue growth in this area.
- Creative leadership: Led a team of designers, strategists, and cross-functional collaborators to shape and execute impactful branded content, interactive experiences, and digital assets that supported B2B advertisers in engaging their target audiences and driving business outcomes.
- Native advertising: Spearheaded the launch of Bloomberg Denizen, a native advertising solution that combined Bloomberg’s editorial expertise with deep consumer insights. By harnessing proprietary data on user behavior, we created custom content that was highly relevant and targeted at the right consumer groups through the right channels.
- Custom Rankings: Developed Custom Rankings, a key offering under Bloomberg Denizen, which utilized Bloomberg’s data to create shareable lists and data visualizations. These native content pieces were integrated seamlessly with Bloomberg’s editorial content, providing value to both readers and advertisers.
- Client Collaboration: For Zurich Insurance Group, as Creative Director, I led the creative direction for 40 pieces of original content, including articles, videos, and data visualizations, all designed to communicate complex global risks in a compelling and understandable way. This content was amplified across Bloomberg’s platforms, from digital and mobile to print and TV, maximizing reach and engagement.
- Cross-Media Campaigns: These content strategies were executed across multiple Bloomberg platforms, including digital, mobile, print, TV, and live events, ensuring maximum visibility and engagement. Content was clearly delineated from editorial, maintaining transparency while still delivering high-quality, targeted marketing materials.
- Revenue Impact: The custom content studio was directly responsible for generating over $18 million in annual revenue through successful high-margin projects that leveraged Bloomberg's editorial authority, data, and digital capabilities.
These efforts contributed directly to Bloomberg Media’s expansion into new revenue channels and its growth in custom content, solidifying its position as a global leader in business media. The innovative approach of Bloomberg Denizen also cemented Bloomberg’s reputation as a top provider of custom marketing solutions that leveraged data to drive results for clients.