Turner Broadcasting has officially unveiled its branded content studio, dubbed Courageous, which will create “culturally significant brand narratives” which can then air on its global news brands, CNN and HLN.
Courageous will be led by vice president and group creative director Otto Bell (pictured), who came to CNN from his previous post as creative director at OgilvyEntertainment (Escape Fire, Truckers in the Wild), and will have an in-house team of producers, editors, videographers and data scientists.
Bell and his team, which will include current and newly hired employees, will report to Michael Shapira, SVP and head of integrated marketing for CNN Ad Sales. Turner’s overall branded content strategy is overseen by Dan Riess, EVP of integrated marketing and branded content.
All Courageous content will be clearly labeled as sponsored content, says Turner, to uphold the news organizations’ editorial integrity.