Meredith Courts Clients With ‘BrandFront’ Show
No, it wasn’t a Speed Dating event or Lock-and-Key social.
But Meredith very much courted a crowd yesterday.
Meredith Corporation wooed more than 250 key advertisers yesterday (Sept. 14) with persuasive pitches designed to attract to the 102 million women across the U.S. at its inaugural BrandFront presentation.
With clients and marketers on hand at the Prince George Ballroom in New York, the company unveiled its new “Partnerships That Will Change the World” platforms, which span video, digital, print and experiential channels.
The partnerships consist of “four core pillars” – GIVE, PROTECT & CONNECT, STRIVE and LEAD – that are designed to engage Meredith’s millennial-focused female audience “in influencing social change in measurable and meaningful ways.”
The platforms, Meredith says, “are grounded in research on what motivates millennial women – and, in particular, their strong entrepreneurial spirit; desire for self-expression; sense of purpose; and video-, social- and mobile-centric media consumption habits.”
As part of this initiative, Meredith has forged alliances with what it calls “like-minded organizations and notable influencers committed to making positive impact on the lives of millennial women and families.”
The organizations and influencers are being called on to develop programs that include cross-channel editorial, original video series, live events and social media campaigns launching in 2017.
Among the highlights:
- Lauren Purcell, Editor-in-Chief of Rachael Ray Every Day, joined Rachael Ray herself to announce a “Feed It Forward” contest, which will identify five emerging female “philanthropreneurs” to receive $5,000 in funding and guidance from Ray’s mentor dream team. The winners will be featured in cross-channel Rachael Ray Every Day media outlets, on syndicated TV offering The Rachael Ray Show, and across social media.
- In a partnership with the GOOD+ Foundation, an anti-poverty group, content designed to teach children the skills of humility, empathy and giving back to others will be shared across an “omni-channel platform.”
- Allrecipes Editor-in-Chief Cheryl Brown announced the brand’s new cross-channel “We AR Community” charitable initiative to spotlight home cooks who care and inspire others to get involved.
Meanwhile, Meredith took a moment to premiere a pilot for “Home Safe Home,” an original video series launching in 2017 featuring Brit + Co Founder & CEO Brit Morin’s smart and chic tips for childproofing a home.
Meredith also announced a new “Office Hours” video series hosted by Lilliana Vazquez, a contributor to NBC-TV’s TODAY, who will interview a different notable and influential female entrepreneur in each episode. The web series will be seen on More.com, an original digital lifestyle destination designed to serve as a companion for Millennial women that offers empowering and inspirational advice and information shared in their voice.
The BrandFront presentation culminated with Meredith Chief Brand Officer Kim Martin unveiling Meredith’s slate of original video series launching in this autumn and throughout 2017. These offerings include Dinner Spinner, a new cooking competition inspired by the Allrecipes Dinner Spinner app that will begin airing on The CW Network this fall.