StyleHaul, the multichannel network focused on young female audiences, has hired former AOL ad exec Rob DeChiaro to run the newly created StyleHaul Studios, charged with delivering branded content for marketers featuring the MCN’s roster of digital talent.
As SVP and g.m. of StyleHaul Studios, DeChiaro is responsible for the creative direction and syndication of premium and branded content across digital, social and traditional platforms. In the role, he’ll work with StyleHaul’s network of 4,600 creators to develop original programming for advertisers.
“To expand what we are already doing in premium content for advertisers, we really needed an in-house creative agency — there are a million moving pieces,” said StyleHaul president and CEO Stephanie Horbaczewski. “Fortunately, I was able to convince Rob to join our team.”
Added DeChiaro, “In talking with Stephanie, I realized there’s a huge opportunity to forge ahead in this space… It’s the idea of connecting influencers with brands, and the idea that content is everywhere.”
The MCN’s premium long-form content, including shows developed under its pact with FremantleMedia North America, will continue to be led by Mia Goldwyn, who joined StyleHaul from Paramount Pictures this spring.
StyleHaul in recent months has held talks with several companies about a potential acquisition, including Amazon, 21st Century Fox, Hearst and Condé Nast Publications, according to sources. It’s not clear what the current status of those talks are; Horbaczewski declined to comment.
Prior to joining StyleHaul, DeChiaro was VP of strategy and partnerships in the AOL Brand Group, where he developed and launched custom content solutions for clients including Proctor & Gamble, L’Oreal, Unilever, Verizon and Victoria’s Secret. Prior to AOL, DeChiaro worked at several advertising and creative agencies, including Universal McCann where he was responsible for producing custom content-based programs campaigns.
Based in New York City, DeChiaro officially started with StyleHaul on Tuesday. He oversees a team of six staffers, with Horbaczewski expecting to expand the team in the future.
“The way people are communicating is on these platforms,” she said. “And for brands to be involved, they need to engage in the creators on those platforms.”
Two of StyleHaul’s recent branded-content executions were “Destination Beauty” with L’Oreal, launched at the end of August with YouTube personality Evelina and other StyleHaul talent covering the Emmys; and Maybelline City, for which StyleHaul YouTube talent attended New York Fashion Week last month and posted content to the site and other platforms.