Hearst names first creative director for branded content
Hearst Magazines has named Nicolas Neubeck as its first creative director for its branded content studio, HearstMade, effective as of Tuesday, January 29.
According to WWD, Neubeck will be tasked with integrating advertising into content in his new position, which will include building upon the studio's video and social content. He will now work directly with HearstMade's editorial director Brett Hill, and report to chief content officer Kate Lewis as well as marketing president and publishing director, Michael Clinton.
Neubeck comes to the role after serving as creative director of Hearst Digital Media since 2014, where he was responsible for keeping the brand's vision consistent both globally and across all platforms. There, he focused particularly on editorial content for all Hearst titles, including Cosmopolitan, Harpers Bazaar, Elle, Town and Country and Elle Décor.
Previous to joining the company, he also served as senior art director at Gilt Groupe.
Chief content officer Lewis said that Neubeck’s past performance with the company's digital platforms shows that he is well-equipped to oversee Hearst’s branded content.
“He’s the kind of person who elevates everything from a photo shoot to a pull quote,” Lewis told WWD. “Nick is particularly strong at the new and will bring fresh, big ideas to the brands we serve.”
According to WWD, the media company's revenue from branded content grew by 40 percent last year, while 2018 included the creation of more than 300 custom campaigns (a 100 campaign increase from 2017). Hearst's recent projects include several videos for the Ritz-Carlton that included a tie-in with Bazaar, a "video-plus-story" for luxury suitcase and bag company Tumi, and a video feature for Converse with Seventeen.
Neubeck joins a list of the company's other new hires, including the appointment of Katie Jayne Becker as beauty and health director at Elle and the appointment of April Long as beauty director at Town & Country.
In addition, it has been announced that the former beauty director at Town & Country, Jamie Rosen, will shift into a freelance role as a contributing editor and continue to contribute a monthly column.
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