Meet Rachel Herskovitz VP of Content Partnerships at iHeart

At CatapultX, we love staying up to date with media and advertising news, innovation and people! That's why our CEO, Zack Rosenberg, started weekly #Twitterviews (Interviews on Twitter).

This week’s CatapultX Catalyst has been the champion of strategic storytelling for several brands throughout her career. Rachel Herskovitz is currently the VP of content partnerships at iHeartMedia.

Rachel got her start at a media agency in college and quickly moved forward in her career to help brands like Sprint and Amex uphold their brand promises. Most recently, she pivoted into her current role where she helps iHeartMedia publish content to TV, Digital & More.

Read her answers below on everything from marketing, advertising to insights on video marketing.

Q: How did you get your start in the business?

A: I got started with an internship at Mindshare (media agency) during college and fell in love with the strategic thinking for brands. I started on the Sprint account and was able to work on new launches, BD, and more.

Q: Tell us about what you are doing now?

A: I found my love was the making of great content and getting it to audiences. I pivoted from media to my role today - where I get to take content from iHeartMedia and bring it to TV, Digital, or other platforms.

Q: What makes for good advertising?

A: A story that backs up the brand promise. AMEX's "Membership has its privileges' campaign, for example. A card is a club, and therefore every story, post, event is to demonstrate this.

Q: What makes for bad advertising?

A: When it is not true to the brand statement or is totally off on a cultural trend.

Q: What trends in Marketing are you keeping an eye on?

A: Tiktok has certainly changed the game on social content for a new generation - so looking at how eventually content (like on Snap) will exist there.

Q: Do you consider yourself more of a consumer or creator?

A: both! I sell video on behalf of iHeart, so I am in the market understanding what we need to make. And, I'm a consumer  - I love narrative storytelling and characters you can't stop thinking about

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Q: What kinds of video do you like to create or consume?

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A: The same videos I love to market, STORIES. Like iheart fiesta latina 2020, or living room concert on FOX, we let the story drive the content

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Q: What is your favorite series?

A: Game of Thrones. LOST (not the end). Sex and The City

Q: How do you stay up to date on what's going on in the industry?

A: Cynopsis, Digiday, Twitter feed.

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