Condé Nast Entertainment, the publishing company’s video division, is doubling down on sponsored video with the hiring of Will Misselbrook as head of branded entertainment and Eden Gorcey as head of branded content, digital sales & strategy.
Misselbrook, most recently VP and director of global content development for luxury brand Coach, reports to Michael Klein, CNÉ’s executive VP of programming and content strategy. Gorcey hails from Starcom MediaVest Group, where she led digital partnerships and content solutions; she reports to Lisa Valentino, chief revenue officer of CNÉ and senior VP of digital sales for Condé Nast.
According to CNÉ, branded video content drives an average of 150% lift in awareness and purchase intent for advertisers across telco, finance, spirits, travel, automotive and beauty categories. The division has worked with more than 300 clients to date.
“These moves continue to show CNÉ’s commitment to elevating the storytelling around branded entertainment,” Klein said in a statement. “Marketers will now have unparalleled creative access to our development and production team to create engaging video.”
CNÉ’s network includes 19 channels plus The Scene, a platform dedicated to premium digital video with 40 channels of programming from Condé Nast brands and partners. (Disclosure: Variety is a content partner for The Scene.)
Misselbrook, before joining Coach in 2012, was head of integrated production in North America for BBH New York. He has also worked as an executive producer at Saatchi & Saatchi and Imagination as well as holding producer positions at Wieden & Kennedy and BBC. In addition, Misselbrook co-owns and is managing partner of production company Valence Films, which recently completed production on its first film, “Reach.”
Gorcey, prior to her most recent role at Starcom MediaVest, was VP of digital at MediaVest and has held media-planning positions at T3 and Grey San Francisco.