Fast Chat: Angela Courtin

Exec discusses new Aegis Story Lab

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In 2011, Aegis hired Angela Courtin to lead its branded content practice. Late last year, the media network spun out her team as a separate offering, dubbed The Story Lab. Adweek caught up with Courtin—a veteran of MTV, HBO and MySpace—to discuss the new unit and why branded content matters.

Adweek: How is The Story Lab changing your role at Aegis?

More than anything it formalizes both the role as well as the mission. I think what we've done is create a brand that really crystallizes where we feel like content is in our world, as well as just the importance it's going to have in the future.

And that is?

As technology has created more platforms and channels to communicate with consumers, brands are looking beyond the 30-second spot.

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