What: Tribune Publishing has launched an in-house agency called Tribune Content Solutions that will create multiplatform campaigns for local and national advertisers.Dan Hickey Takes on Expanded Role as Senior VP of Revenue Development, Innovation and Customer Marketing.
Why it matters: Tribune Publisshing joins other publisher in the race to tap the growing demand for native ad solutions from local advertisers.
Tribune Publishing has launched an in-house agency called Tribune Content Solutions designed to deliver custom-content solutions for Tribune Publishing marketing partners. Dan Hickey, who built Tribune Publishing’s digital marketing services unit since joining in January, has been appointed Senior Vice President of Revenue Development, Innovation and Customer Marketing for the newly branded group. Hickey will report to Michael Rooney, Tribune Publishing’s Chief Revenue Officer.
Tribune Content Solutions leverages the company’s heritage of storytelling to create campaigns across all platforms for local and national advertisers. Under Hickey’s direction, Tribune Content Solutions’ team of strategists, editors, writers, marketers and technologists offer marketing, custom publishing and digital marketing services designed to motivate consumers.
In this role, Hickey also will lead marketing efforts for Tribune Publishing’s national sales group. Prior to joining Tribune Publishing in January, Hickey held a number of strategic revenue development and digital product innovation roles, most notably at the Daily Telegraph in London and leading Meredith Corporation’s digital brands for 12 years.
“Dan has built a strong digital marketing services business with robust native advertising solutions for clients across every conceivable category this year alone,” said Michael Rooney. “In tapping him to lead the newly created Tribune Content Solutions business, Dan will help our various teams deliver innovative new ideas and creative solutions that harness the full power of our company’s unique brands and unparalleled reach.”
“Marketers today are living in a transformative and ever-changing world, and Tribune Content Solutions is uniquely positioned to help marketers tell great stories and produce exceptional localized content that engages audiences across all platforms,” said Hickey. “Our agency’s ability to amplify stories through our trusted local media brands creates a powerful platform for both local and national marketers who desire optimal consumer engagement and results.”
According to Tribune, the company has created native advertising and branded content campaigns for over 70 clients this year.
Tribune is one among the many publishers that are launching their own branded content outfits with the aim of tapping into growing demand for native ad solutions from local advertisers . Time Inc. launched cross-channel creative shop The Foundry in August. The New Republic launched a new in-house content marketing agency called Novel in July.