Tearing Down the Wall Can Lead to Better Commercial Content

Podcast: Anna Arvidsson, Head of Bonnier News Brand Studio, on tearing down the wall between the editorial team and the commercial team.
tearing down the wall

How do you as a brand studio deliver native advertising to several publications? How should you collaborate with media agencies? And how has Bonnier News Brand Studio succeeded with having a place at the news desk?

In this episode, we welcome Anna Arvidsson, Head of Bonnier News Brand Studio, who takes us through the dos and don’ts of brand studios and tearing down silos.

Duration: 52.18

About today’s guest

Anna Arvidsson is Head of Bonnier News Brand Studio in Sweden.

Anna and her team have a seat at the news desk of the second biggest newspaper in Sweden, Expressen and as a result, she is able to position her clients at the very epicentre of events and deliver relevant and updated commercial content to their readers.

She is living proof that tearing down the walls between sales and editorial and keeping commercial editors in the news loop can actually lead to better commercial content.

Show notes

00.00-00.58

Introduction

Resources mentioned

Changemakers by Digiday: https://digiday.com/wp-content/uploads/2018/06/DigidayChangemakers2018-2-1.pdf

100 Significant Women in Native Advertising: http://offers.nativeadvertisinginstitute.com/100-significant-women-in-native-advertising-2018

00.59-3.30

Anna Arvidsson’s background and how she got involved in native advertising.  

3.30-6.04

How Bonnier News Brand Studio works across several publications and how to succeed with this model.

6.05-9.16

The organisation of Bonnier News Brand Studio, selling native advertising, and having your own budget as a studio.

“The first thing I did was to hire salespeople. And I hired them from marketing departments, PR agencies and advertising agencies because they know how to work with the clients from the beginning to the end – more than hiring a key account manager from another publicist, because they are not used to selling ideas the same way” — Anna Arvidsson

 

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9.17-11.48

Working with cross-functional teams and educating the salesforce.

“Salespeople are very very important, but maybe the guy who has the best idea is more important, or someone working with data, or someone who analyses. So we’re putting together a team to go to the client to just listen. Then we go back and we have a workshop to find out what to sell to the client” — Anna Arvidsson

11.49-16.45

Why Anna Arvidsson chose to hire people from outside Bonnier.

“I believe that if you traditionally have been selling display or print, you’re not used to figuring out how to find or create the best story or idea for the client” — Anna Arvidsson

16.46-19.01

The revenue and growth of native advertising at Bonnier – looking more into audio and video.

19.02-22.56

Should native advertising be used exclusively for top-funnel?

”If you work with native in a way where you’re only selling something, not telling a story, not building brand awareness, building up engagement, then it will become just another display ad position in the future” — Anna Arvidsson

22.57-27.14

Collaborating with media agencies and the role of media agencies vs brand studios.

“It’s important to help the media agencies to understand how to buy native because they are not used to it” — Anna Arvidsson

27.15-37.17

How Bonnier News Brand Studio ended up having a place at the Expressen’s news desk – dos and don’ts, restrictions, advantages and resistance.

“You have to have a close cooperation with the editorial departments and the editors-in-chief have to do a handshake with you and say, ‘right, this is important. We need to create content that really engages the readers’” — Anna Arvidsson

“The whole point of native is adding value. And if you know the readers, you can give them value. Otherwise, you’re just ending up being another ad format” — Anna Arvidsson.

 

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37.18-41.53

Advice to other publishers who might do as Bonnier News Brand Studio and get a place at the news desk and setting guidelines.

“The most important thing is to learn from the newsroom, so we can work exactly the same” — Anna Arvidsson

41.54-43.16

Tearing down silos.

43.17-47.11

Working with one publication versus working across several brands and starting up a studio from scratch.

47.12-52.18

What will we see from Bonnier News Brand Studio in the next few months?

“We are talking a lot about audio first. How to work with Alexa and Google Home – how can we make money on that” — Anna Arvidsson

Resources mentioned

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

Anna Arvidsson’s session at Native Advertising DAYS 2018: https://nativeadvertisinginstitute.com/days/session/how-to-revolutionize-commercial-storytelling-and-create-organizations-for-the-future/

All resources mentioned

Changemakers by Digiday: https://digiday.com/wp-content/uploads/2018/06/DigidayChangemakers2018-2-1.pdf

100 Significant Women in Native Advertising: http://offers.nativeadvertisinginstitute.com/100-significant-women-in-native-advertising-2018

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

Anna Arvidsson’s session at Native Advertising DAYS 2018: https://nativeadvertisinginstitute.com/days/session/how-to-revolutionize-commercial-storytelling-and-create-organizations-for-the-future/

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