Turner Broadcasting’s CNN has unveiled a branded content arm entitled Courageous that will help marketers give their advertisements an editorial feel.
Made up of journalists, editors, producers, and videographers, the team will “produce relevant storytelling through its unmatched video expertise that meets the marketing objectives of advertising partners.”
The company said all custom content will be exclusively created by Courageous and will be clearly labeled as sponsored to avoid confusion and uphold editorial standards.
Dan Riess, executive vice president of integrated marketing and branded content for Turner Broadcasting ad sales, said: “Now we can offer marketers the opportunity to harness the value proposition of CNN like never before.”
Courageous will be led by vice president and group creative director Otto Bell, who previously served as the creative director of OgilvyEntertainment.