LONDON — In a bid to grow its digital platforms and explore new revenue streams, Condé Nast Britain has created a new division within its digital business devoted to the creation of branded content.
Tristan Taylor will lead the division as head of branded content commercial. In his new role, he will engage with the company’s partners and oversee the creation of branded content on multiple platforms across Condé Nast Britain’s portfolio, including Vogue, GQ, Glamour and Wired. His appointment is effective immediately.
The company said the creation of the new division reflects the growth in revenues from native content in the past two years and will result in a series of new positions in the future.
Taylor joins the company from AOL Advertising, where he worked as channel partnership strategist. Prior to that he held a series of positions in media companies including Channel 5 Broadcasting, Telegraph Media Group, News International, Associated Newspapers and Independent News & Media.
He said that he was drawn to the position at Condé because it will allow him to work across a range of known media brands. “The currency of Vogue, GQ, Glamour, Wired and others in the Condé Nast stable is one of deep connection with the consumer, a relationship where authority and entertainment is always delivered together with benchmark creativity. I’m looking forward to engaging with our partners to build even greater success stories,” said Taylor.
Malcolm Attwells, commercial director of Condé Nast Digital, added that Taylor’s position reflects the need for a multi-platform approach. “This new appointment reflects the growth in branded content requirements together with the multiplatform needs for many of our clients. In bringing together creative solutions and video under one division this will ensure these needs are met both creatively and commercially.”
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