How to Work Across Multiple In-House Brands as a Brand Studio

Podcast: Juliane Sydow, Director of Axel Springer Brand Studio shares her most essential learnings and experiences.
in-house brands

How does a brand studio successfully work with native advertising across multiple brands within a publisher? What are the benefits and challenges of having such a setup? And how do you position yourself in a growing native advertising market as a brand studio?

In this episode, we welcome Juliane Sydow, Director of Axel Springer Brand Studio, who will share her experiences and learnings from her time at Axel Springer Brand Studio. 

Duration: 41:54

About today’s guest

Juliane Sydow is the Director of Axel Springer Brand Studio. At the studio, native journalists, video producers, digital strategists and social media experts translate brand gorals into tailored storytelling and content-centric 360-degree-marketing-campaigns with maximum impact.

Previously at Axel Springer, Juliane was responsible for the product management of special interest verticals at BILD Digital (e.g. STYLEBOOK, TRAVELBOOK & FITBOOK)

Show notes

00.00-00.49

Introduction

Resources mentioned

Native Advertising DAYS 2018: https://nativeadvertisinginstitute.com/days/

#NativeDAYS18 Workshop ‘How do we Break the Mould in Native Advertising’: https://nativeadvertisinginstitute.com/days/session/workshop-1-how-do-we-break-the-mold-in-native-advertising/

 

00.50-2.57

Juliane Sydow’s background and how she got to build Axel Springer Brand Studio and the story of Axel Springer Brand Studio that works across all media brands within the Axel Springer company.

2.58-8.25

The logic behind merging into Axel Springer Brand Studio – and the benefits of working across brands within a company and having a bigger team.

“We have created a role for business development, which is really important for us because looking into the future is something you have to do while working on campaigns and creating revenue. It’s important to look into the future and prepare what’s next” – Juliane Sydow

8.26-14.07

The challenges and how to work across brands, while still creating true native for each brand.

“It’s all about communication” – Juliane Sydow

14.08-19.39

How Axel Springer Brand Studio is trying to position themselves within the growing native advertising market – and how to be innovative and working with partners.

“It’s always a challenge to be innovative, but having a business developer is helping us with that challenge. “We’re trying to be innovative in two ways. Both within our storytelling skills, using VR, AR, and 360 and also on the technical side, helping our advertisers get more insights on the campaigns” – Juliane Sydow.

Resources mentioned

360-campaign for Europa-Park: https://www.bild.de/partner/brandstory/wm/fussball-held-david-odonkor-faehrt-achterbahn-im-europa-park-55810922.bild.html

19.40-23.49

The issue around scalability and using self-publishing approaches.

“We would like to see the development within the market of more longterm-partnerships between publishers and advertisers” – Juliane Sydow.

Resources mentioned

Forbes BrandVoice: http://www.brandvoice.com/

23.50-27.42

The benefits of doing several campaigns with one advertiser and longterm relationships – and the role of the media agencies.

“It helps if the advertiser has a longterm goal because then you can really set up a strategic plan” — Juliane Sydow.

27.43-30.41

Selling native advertising and educating the sales team.

“In the beginning, educating our sales people was really a focus topic for us to help all salespeople have the information they need to perform in front of potential clients” – Juliane Sydow.

30.42-32.40

The state and future of native advertising in Germany.

“I think native advertising is still on the rise because you have two developments within the market. You have the programmatic development, the data-driven development, the technical development. And then, on the other hand, what we do, the individual campaign creation and storytelling” – Juliane Sydow.

34.08-36.59

Who to hire when building a native ad studio from scratch.

“You should never just think about the challenges you have now. You should always think about the challenges you could face within the next 12-18 months” – Juliane Sydow

37.00-41.54

What is Axel Springer Brand Studio working on right now?

Resources mentioned

Native Advertising DAYS 2018: https://nativeadvertisinginstitute.com/days/

All resources mentioned

Native Advertising DAYS 2018: https://nativeadvertisinginstitute.com/days/

#NativeDAYS18 Workshop ‘How do we Break the Mould in Native Advertising’: https://nativeadvertisinginstitute.com/days/session/workshop-1-how-do-we-break-the-mold-in-native-advertising

360-campaign for Europa-Park: https://www.bild.de/partner/brandstory/wm/fussball-held-david-odonkor-faehrt-achterbahn-im-europa-park-55810922.bild.html

Forbes BrandVoice: http://www.brandvoice.com/

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