Shields reports, “To be sure, Chase and NowThis are entering a crowded arena. Not only are high-profile startups like Cheddar going after a business-interested millennial audience, but a slew of personal-finance-centric digital publications have recently joined the party, including Dow Jones’ Moneyish, Time Inc.’s Coinage, and the Facebook-born Stackin.
“NowThis Money starts with 10 to 15 clips, and the plan will be to churn out up to 150 videos a month that will be distributed on both NowThis and Chase’s social channels, said Brian Becker, who leads Chase’s newsroom.
“‘We’ve kind of moved away from just sponsoring a channel and letting it go,’ he said. ‘We’re extremely involved in the production.’ In fact, Becker said, while Chase is still working with ad agencies, this sort of project replaces the role of the bank’s traditional creative ad shop.
“Whether the creative in this case breaks through is an open question. The short NowThis Money videos don’t feature much in the way of overt selling but instead carry a subtle Chase logo in the upper part of the video screen.”
Read more here.
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