Turner has launched new branded content division, Turner Ignite Studios, designed to help advertisers develop original content around Adult Swim, TBS, TNT and truTV.
Spanning comedy and drama, scripted and unscripted, and live action and animation, the studio will operate from a social-first perspective, while taking advantage of Turner’s multi-platform footprints and fan experiences that go beyond traditional TV, according to Turner.
It will be run by Vice President and Creative Director Greg T. Gordon, who will lead a team of entertainment creators focused on producing original intellectual property for clients with a specialty in video. Gordon joined Turner in October, moving from his position as head of video operations at Vox Media, where he oversaw the company’s entertainment studio and helped launch and scale Vox Media’s brand studio, Vox Creative.
Gordon will report to Jennifer Cohen, senior vice president of content partnerships for Turner Ignite, who will oversee the new studio.
“As fans engage with our entertainment brands everywhere, marketers are increasingly looking for high-quality creative that can travel, and content that they have a voice in creating,” Cohen said in a statement. “We’ve made this investment because we know premium branded content drives greater client results than traditional commercials. And there is no stronger opportunity for brands to connect than by tapping into content that resonates with passionate fans.”
The new division is a part of Turner Ad Sales, and follows in the footsteps of Turner’s similar branded content arms: Courageous Studios for CNN and Turner Ignite Sports.
[Image: Greg T. Gordon. Courtesy of Turner]