CNBC International on Wednesday unveiled its in-house commercial agency as part of its advertising sales unit.
The agency, called Catalyst, will offer a menu of services that cover the beginning of the alphabet at least: Audience, Brand Consultancy, Content, Data and Events & Experiences.
Catalyst has been evolving since last summer when Max Raven joined CNBC as senior VP for ad sales. Since then the agency has added more than a dozen consultative sales executives, brand strategists and developed a range of digital products. This week a new director of data and insights joined the team.
Raven sees Catalyst as the rights holder to the world’s most powerful audience as the network that attracts viewers in the business and investment worlds.
“Advertising platforms have multiplied to the extent that you can talk to an audience in a thousand different ways,” Raven said. “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.”
CNBC Catalyst is headquartered in London and Singapore with country specific experts based throughout EMEA and APAC.
“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,” added KC Sullivan, president and managing director of CNBC International.
Broadcasting & Cable Newsletter
The smarter way to stay on top of broadcasting and cable industry. Sign up below
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.