This came up in an on-stage conversation with Hallmark senior vice president of marketing Danielle Mullin, who discussed how Hallmark+ is just one part of a broader Hallmark ecosystem. Cory Corrine, now running The Intersect, told me half-jokingly earlier this year that good editorial is a kind of brand marketing.
When taken together, these ideas suggest a blueprint for a kind of media company whose editorial is primarily understood as a brand-building device, attracting audiences through media to engage with more lucrative businesses. It might seem less sexy, but it also seems far more durable.
Talking Heds
Dow Jones Doubles Down (SCOOP): On Friday, the parent company of The Wall Street Journal, Marketwatch, and Barron’s added two senior hires: Andrew Essex as its brand director in residence and Delwyn Gray as head of events, according to an internal memo I obtained. Essex, notably, was the founding CEO of the renowned ad agency Droga5. His addition marks the third CEO in the last 18 months, alongside former Fortune executive Alan Murray and former Bloomberg Media CEO Scott Havens, to join the Dow Jones executive team. The hires reflect the increasingly deep bench of talent joining the company, which last week announced its intention to generate $1 billion in EBITDA within five years.
A Complex Acquihire (Exclusive): The media brand Complex has hired Adam Saleh, founder of the startup Presq, to join the company in the role of creative technologist. At Presq, Saleh has worked to dramatically reduce the time it takes to create products, such as clothing and collectibles, through a combination of 3D printing and streamlined production techniques. Complex, which was acquired from BuzzFeed by the live-shopping platform NTRK for $108 million in February 2024, has prioritized commerce more than perhaps any other modern publisher, a byproduct of its focus on the streetwear space. According to its chief creative officer Mark Eckō, roughly 75% of Complex’s commerce business comes from producing exclusive merchandise and collectibles.
Trade Desk Dereliction: Just one month after the holding companies Dentsu and WPP stopped using The Trade Desk’s OpenPath product, the French holding company Publicis has begun advising its clients to stop working with the demand-side platform. According to leaked documents obtained by my colleague Kendra Barnett, Publicis explained that The Trade Desk failed an audit conducted by a third-party consultant. A Publicis spokesperson confirmed the validity of the memo, while a spokesperson for The Trade Desk said that “Any notion that TTD failed an audit is not true.”
Social Media Week Returns: In just a few weeks, ADWEEK will once again be hosting Social Media Week, by far the coolest event in our portfolio and one whose insights can legitimately help make or break your brand. I will be on-site, moderating panels and trying not to look washed, and would love to see you there. So join ADWEEK, on April 14 – 16 in New York, to tap into the cutting-edge tactics powering social for the top brands, media outlets, agencies, and creators in the world. Click here to learn more.
