Steve Pearson, VP of GET Creative, Gannett's official in-house premium creative studio, recently joined the Branded Content Project's Big Branded Call to talk about the company's approach to branded content. Gannett, the media giant behind USA Today and 200 other publications across the U.S., leverages GET Creative to offer top-tier creative content solutions. Steve's discussion highlighted the studio's role, achievements, and the innovative services it provides.
GET Creative operates within Gannett, serving both national and local sales teams. This dual-channel approach allows them to cater to a wide range of clients, from digital marketing services to branded content and traditional offerings. The team is a powerhouse of creative talent, including creative directors, content strategists, art directors, and producers, dedicated to delivering premium creative services.
Award-Winning Excellence
The team at GET Creative is not just any creative team; they are award-winning professionals offering a comprehensive suite of services. From pre-sale to post-sale, they provide creative services, branded content, and editorial sponsorships. The team collaborates closely with various departments within Gannett, ensuring seamless program development and execution. Their secret sauce? Dedicated program managers and account managers who constantly monitor results and strive for continuous improvement.
"They're all constantly looking at results. How do we improve on the next one? How do we improve within the campaign," Pearson shared.
GET Creative started with a focus on branded content in 2016. Initially catering to national advertisers with quizzes, articles, videos, infographics, and interactive social ads, they later expanded to offer these services at scale to local markets.
One significant aspect Steve emphasized was the integration of brands into existing editorial content. GET Creative seeks to enhance editorial sponsorships by leveraging insights from promotional strategies used in branded content. This approach aims to provide more value and beef up editorial sponsorships, ensuring brands find meaningful lanes to play in.
Multi-Channel Creative Services
The latest venture for GET Creative is their multi-channel creative service offering, launched in 2021 and fully deployed in 2022. This service focuses on local advertisers and digital marketing services (DMS), creating content that lives both on and off Gannett's platforms. The goal is to extend the white-glove service developed for branded content to creative services, offering high-quality, tailored solutions.
Steve describes GET Creative as being driven by a "heartbeat over factory" approach, prioritizing quality and audience engagement over sheer volume. Steve highlights that quality is defined by the audience, not the creators. This philosophy guides GET Creative in developing tools and products that resonate with their audience, ensuring each piece of content meets the audience's needs and the brand's goals.
Success Stories and Future Endeavors
One standout case study Steve mentioned was a social and display campaign for Nationwide Pet Insurance, targeting HR professionals to promote pet insurance. The campaign's initial success led to a much larger co-branded partnership with PetCo and demonstrated the power of creative execution. They also found success promoting the series on Linkedin.
",LinkedIn has become a platform we've increasingly utilized for specific clients. The effectiveness of this particular campaign led LinkedIn to feature it as a case study, showcasing its impact for both LinkedIn and Nationwide," he said.
GET Creative continues to expand its offerings, including direct mail pieces, email, social media campaigns,, brand strategy, and more.
Video Production
Video is a premium, high-effort medium that exemplifies the company's strengths. Despite its complexity, the team excels in creating high-quality video content that drives results for clients. A notable example is a pre-roll ad developed in partnership with Medfluence Advisors for Breathe Free Sinus & Allergy Centers, part of a YouTube campaign to drive leads, demonstrating the team's ability to produce impactful lower-funnel content.
Creating video content involves extensive planning and preparation. While clients often expect quick turnarounds, the emphasis is on planning to achieve quality results. Innovation in video offerings is another hallmark, from interactive games for recruitment campaigns to impactful brand films like the piece on the opioid crisis for Pfizer & Direct Relief. These projects highlight the company's ability to tackle complex topics and create engaging content.
In addition to high-profile video projects, the team excels in traditional formats like articles, which consistently drive success. While not as flashy as interactive videos, articles are effective in reaching audiences and delivering results. The focus on localizing content further enhances its impact, allowing brands to tailor messages to specific regions and resonate with local audiences.
In summary, the company's success is driven by a combination of high-quality video content, effective traditional formats, and localized strategies. By leveraging meticulous planning and innovative approaches, comprehensive solutions are delivered to meet the diverse needs of clients.
GET Creative is a testament to Gannett's commitment to innovation and excellence in the creative domain. With a talented team and a client-centric approach, they continue to set new benchmarks in branded content and creative services. As they grow and evolve, GET Creative remains focused on delivering impactful, audience-driven content that meets the diverse needs of their clients.
Learn more about GET Creative here.
Check out more samples Steve shared below!
USSF Game
Pfizer Brand Film
Siemens Showcase Article
Walmart Shoppable Video
Rocket Mortgage – Problem Solved
DraftKings – Social Only
The Meta Branded Content Project is designed through a strategic partnership between the Meta Journalism Project, Local Media Association and the Local Media Consortium to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.
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