How Bloomberg Media plans to build its brand

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Carrie Cummings of AdWeek spoke with Bloomberg Media’s Allen Wai, its recently hired global creative director, on his plans to boost the company’s brand.

Here is an excerpt:

Adweek: You’re Bloomberg’s first global commercial creative director. What does that mean?
Allan Wai: My job is to build our creative team. So the idea that we create these awesome brand experiences across our multitude of platforms, whether it’s digital video, sponsored events, infographics—native content is sort of a big buzzword right now. We’ve got the luxury of having the Bloomberg Media empire across all these platforms and verticals. We really want to take advantage of that real estate.
What makes you right for this gig?
The thing I do, I build teams. Even dating back to my agency days, that’s the thing I really enjoy doing. I love building creative teams. I love influencing the culture, the process. Really it’s the team that does all the work. They’re the ones that make me look good. So what qualifies me is that I have a history of building really successful creative teams that have gone on to build brands and win a ton of awards, so I expect to be able to do the same thing for Bloomberg.

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.