People On The Move: Scott Weisenthal
Rick Parkhill, Director, BrandStorytelling.tv
Brand Storytelling Director Rick Parkhill recently caught up with Scott Weisenthal to discuss his new role as Director of The Washington Post Creative Group:
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Tell us about the new role at the Washington Post - what is the job description for Director, The Washington Post Creative Group?
I am the head of the Washington Post Creative Group, a newly established team that includes the Washington Post BrandStudio, brand strategy, design and marketing operations. Under my leadership, the team will be focused on connecting The Post’s suite of unique storytelling and technology-led solutions to build programs and experiences that deliver business outcomes for brands.
What is the purview for the Creative Group? How does it work with sales?
We are responsible for creating audience-led programs for our brand partners that leverage the IP of the Washington Post. I report to the Chief Revenue Officer and we partner very closely with sales on all RFPs and proactive initiatives.
What sort of internal resources does the Group have, i.e. video production? What does the team look like?
The Creative Group is built to be a full-service agency. We have brand and content strategists. Program and performance management. Creative Directors, Producers and Editors. Social media and interactive designers…To name just a few roles.
What are some examples of work coming out of the Creative Group?
The creative group is really pushing boundaries by combining storytelling with technology to exceed our clients’ KPIs. We recently launched an audio immersive piece for Visit Florida, in which people can take a sonic tour of the state, getting immersive sound clips of places like The Carillon in Bok Tower Gardens and Little Havana. We have also seen substantial video growth in 2020, including a short documentary we did with Purina on a van lifer living sustainably with her dogs.
What are some of the innovations at WP Creative Group that have you excited?
The Washington Post is in a renaissance moment and it’s a really exciting place to be. The Post has embraced innovation in every conceivable way. We have built best-in-class content authoring, and content & ad rendering suites. These products, Arc and Zeus, are available to licensees and have created a diversified stream of revenue to help The Post navigate the natural market cycles of subscriptions and advertising. The RED team within The Post is responsible for developing customized, highly effective advertising units and integrations that deliver the rare triple win: for the advertiser (engagement), for the publisher (revenue), and for the audience (relevance and a premium experience). And The Post is putting the final touches on its preparations for a post-cookie world by building a robust client offering focused on first party data insights. Soon, brands will be able to learn how their audiences are behaving on The Washington Post - from engagement with client creative right down to emerging content consumption trends.
What were the main motivators for taking this role?
At this point in my career, I wanted to work for a brand that has a foundation of trust and purpose. I also believe that The Washington Post has the unique ability to lead movements that define generations and make a mark on history.
What would people be surprised to know about you and the Post?
I think people are surprised by The Post’s reach and scale. We reach one out of two Americans and we have global scale, so we can reach diverse audiences with our content. As for me, I just published a book, Riley Redstone and The Book of Knowledge, available on Amazon.