Samantha Charlip talks about her experiences in branded content, setting up branded content studios and working in different roles at major networks like NBC and Viacom. She highlighted the evolution of branded content, emphasizing its shift from early experimental phases to more strategic, contextually aligned storytelling. We also discussed current challenges in production, funding, branded content and the need for innovation. We discussed the impact of AI on creative processes and the growing influence of creators and influencers in the media landscape. Samantha stressed the importance of storytelling in all forms of content, regardless of technological advancements!
Samantha Charlip is a media executive and creative with decades of experience across TV, film, digital, print, and new media. She previously worked at places like TIME, NBC Universal, Vevo, A+E, Turner, and Viacom and has set up several branded content studios. Her work has been featured on global stages like the Olympics, TIME100, and Lincoln Center and she also works as a writer and executive producer, with several projects currently in development.
Time Stamps:
0:00 - Career Beginnings and Early Roles
2:54 - The evolution of branded content
6:16 - Examples of branded content
9:01 - Branded content in the marketing funnel
14:03 - Branded content and the creator economy
22:32 - The impact of AI on content creation
27:07 - The Role of Storytelling in Advertising
28:12 - Trends in future opportunities across branded content