What is going to define truly effective branded content in the years ahead is the creation of an entirely new model for how it is found, experienced, and tailored to individual consumers. The foundation of the internet is completely shifting, and distribution models built for the last decade won’t hold up in the next one. If smart glasses replace smart phones and chat experiences replace websites and traditional social feeds, the most successful branded content will adapt quickly and find creative ways to break through in new digital environments.
Key Insights
It’s never been easier to create content but it’s never been harder to make it count. Consumers are more skeptical, more distracted, and tougher to reach. You can generate content with a click, but earning trust and attention through stories and experiences that people will actually care about is getting harder, not easier.I believe the fundamentals of good storytelling matter more now than ever: real human stakes, emotional resonance, and fresh perspectives that offer actual insight. Most of all, it’s important to put the audience at the center of everything you do. If you can’t clearly answer, “why should they care?” then it’s time to rethink your approach.
Signature Work Achievements
I am lucky to lead Insider Studios at Business Insider, an award-winning team of incredible creatives and all-round wonderful humans who consistently raise the imaginative bar year after year. We apply everything that works for our newsroom — real voices, conversational tone, person-first storytelling — to our branded content. The result is content that genuinely connects because it feels like the journalism our audience already loves, not just another brand message. In 2025, we picked up multiple industry awards for our work from the Native Advertising Institute, Shorty Awards, Digiday, and more.Some of my favorite recent projects include: An Advertising Tail, an interactive choose-your-own adventure video with Amazon Ads starring a golden retriever, Connected Journeys, a long-form travel docuseries with Chase and Marriott Bonvoy following musicians, athletes, and foodies on transformational trips around the world, and 24 Moments of Harmony, an immersive interactive microsite with Hibiki Whisky that blends cinematic storytelling, photography, video, audio, and illustration into a multisensory exploration of modern harmony.
Career Lessons
Stay curious! I love being on the publisher side because you get the chance to work across so many different brands and industries, and every project is a chance to do something completely new. Novelty fuels inspiration.
