The last few weeks have brought a spate of high-level executive appointments at big publishers in the realm of branded content, branded entertainment, and native advertising, reflecting publishers’ push to capitalize on the native trend by bringing many services in house or as part of joint ventures.
In the latest round of appointments, Time Inc. announced that Mike Beck and Ian Orefice have both been promoted to the positions of senior executive producer for Time Inc. Video, with responsibility for original video programming and branded entertainment across all Time Inc. brands in the U.S.
Beck -- who previously led the expansion of Time Inc.’s branded content video business -- has been named senior executive producer for development and production, with responsibility for editorial, native, and branded content productions. Meanwhile, Orefice has been named senior executive producer for original and current programming, with a focus on extending Time Inc. brands with video content across digital, TV, and OTT platforms.
Also this week, content marketing agency Truffle Pig -- a joint venture between the Daily Mail, Snapchat, and WPP -- announced that Paul Marcum is joining the agency as president. Marcum previously served as head of global digital video at Bloomberg L.P., and also served as director of global digital marketing and programming at G.E., where he led the adoption of content marketing.
As noted, these are just the latest in a series of appointments and launches in the branded content arena. In August Time Inc. launched The Foundry, a new cross-channel creative shop focused on content and intended to help launch new brands.
Separetly, last week Condé Nast Entertainment (CNÉ) named Will Misselbrook head of branded entertainment and Eden Gorcey in charge of head of branded content, digital sales and strategy. And in August Condé Nast’s in-house native content outfit, 23 Stories, named Josh Stinchcomb managing director and Dirk Standen editor in chief.