Max Willens of Digiday writes about the success of the Quartz Innovation Lab at the financial news site.
Willens writes, “To formalize this approach, Quartz launched the Quartz Innovation Lab in January, where creative staffers spend a certain portion of their time working on projects like this about every six weeks.
“The results have helped the creative services team, Quartz Creative, build deeper relationships with existing clients including HPE, sometimes leading to projects that didn’t involve any of Quartz’s media or its owned and operated properties. The Lab is part of an approach to help brands and agencies that’s led to a renewal rate of 90 percent for branded content, nearly three times higher than the industry average, per MediaRadar data. Since Quartz launched five years ago, it has executed over 540 campaigns for more than 150 brands, according to a company spokesperson.
“‘Content isn’t the thing that advertisers need every single time,’ said Joy Robins, Quartz’s svp of global revenue and strategy. ‘When an agency is looking for something ownable, really specific to a larger theme or brand challenge, we start that.'”
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