Luxury CMO Lunch with Tina Brown
by Greg Shove on April 29, 2009
Last month, I co-hosted a lunch with the heads of marketing of about a dozen luxury brands (including Prada, Zegna, Chanel and others) to talk about how high-end brands can deploy unique digital engagement campaigns that get noticed – and that actually work. My guest was Tina Brown, the founder and CEO of The Daily Beast, and a publisher in the Halogen Network.
Besides demonstrating how the Daily Beast has quickly built an audience of both affluent and influential readers very quickly ( short version: mix low-brow and high-brow in a well-designed, easy to ‘snack on’ content package), Tina also showed how luxury advertisers can engage with this audience (short version: not via IAB standard ads). For the last six months we, like many others including the OPA, have asked publishers to begin to deploy digital ad products that are more custom, integrated and impactful than the typical 300 X 250 banner. This is the future of online advertising and it’s starting to arrive now:
