A+E Global Media launches Storyground, a new creative studio
A+E Global Media is looking to ramp up its work to help advertisers create tailor-made content for its media properties.
The company, jointly controlled by Disney and Hearst, is launching Storyground, a studio that aims to help advertisers create customized content for A+E stores including History, A&E and Lifetime, among others.
“Last year, we launched A+E Global Media to reflect the full depth and breadth of who we are: a multifaceted global media and entertainment company, reflected in the strength and scale of our content, talent and global platforms. Today, we continue to evolve on that foundation by delivering distinctive programming in the most popular genres and on every screen. World-class talent chooses our trusted brands as the home to tell their stories. That passion, combined with purpose, is why audiences return to us time and time again,” said Paul Buccieri, president and chairman of A+E Global Media. “With the launch of Storyground, we build on our expertise as high-quality and innovative storytellers, deepening audience engagement and creating meaningful value for our partners.”
The company unveiled the new capability on Wednesday as part of its upfront pitch to advertisers. During the “presale” sales market, advertisers attempt to sell the majority of their commercial inventory before the release of their next programming cycle.
“Storyground can really boost the premium high-touch service we offer to customers
decades at scale,” said Juliana Stock, president of marketing and digital at A+E Global Media.
A+E Global Networks has developed several notable content initiatives for advertisers over the years, including KFC and Chili’s, but the launch of the studio aims to accelerate these efforts. Storyground strives to produce unique, creative concepts across linear, digital and social media to achieve results that may not be driven by traditional advertising.
“In many ways we can move faster because we are a little smaller and more nimble, which sets us apart from larger media companies,” said Toby Byrne, president of media solutions at A+E Global Media. “We are convinced that our premium content drives innovative solutions for advertisers.”
A+E Global Media also unveiled a new effort to forge strategic alliances with leading content creators to complement key genres and brands. As part of the effort, creators will work with brands to assist with alliances related to marketing, digital and partnership efforts. Creators will use their own social platforms, as well as A+E’s digital network. The company expects to unveil more partnerships with influencers and creators in the coming weeks.
