NBCU's New Studio Is Creating Branded Content for Viewers Beyond Its Own Platforms

Collaborating with advertisers

Over the past decade, NBCUniversal has had great success creating branded content campaigns for its advertising partners, which air across the NBCU portfolio of networks. But the company realized it could be generating even more business in that space. "People think, 'Oh, I know you do that, but only when I buy media from you and it's part of a media deal,'" said John Harrobin, chief marketing officer, NBCU advertising sales, of their branded content efforts. "But we have opportunity well beyond that."