US media giant CNBC is launching a full-service, in-house commercial agency, continuing the trend for media owners taking their creative team in-house.
Dubbed CNBC Catalyst, the agency launcheswith an international ad sales team and content studio.
CNBC is an American cable, internet and news TV channel owned by Comcast. The move is designed to “firmly reassert the network’s commercial position in the global advertising marketplace”
Already, CNBC’s Catalyst has a portfolio of clients from various industries including Petronas, Toshiba, Bank of Singapore and Indonesia’s Ministry of Tourism.
The Catalyst concept has evolved under the leadership of Max Raven, who joined CNBC as Senior Vice President in summer 2015
The agency will offer a menu of services articulated through the shorthand ABCDE – Audience, Brand Consultancy, Content, Data and Events & Experiences.
Raven explained: “Advertising platforms have multiplied to the extent that you can talk to an audience in a thousand different ways. But engaging that audience – creating a two way dialogue that moves the needle – is a much more specialist art. Catalyst will help clients practice that art, so they spark the desired reaction with our affluent business and investor audience.’
KC Sullivan, President and MD of CNBC International added: “As a business, we’ve started a journey to strengthen and refine our brand positioning. We have a pipeline of initiatives planned to ensure that CNBC is differentiated in the ever-expanding media landscape. Today’s launch is the first manifestation of that process.”
CNBC Catalyst is headquartered in London and Singapore with country specific experts based throughout EMEA and APAC. More information can be found at its website CNBCCatalyst.com.