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.
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.
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.
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.
A: When it is not true to the brand statement or is totally off on a cultural trend.
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.
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
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
A: Game of Thrones. LOST (not the end). Sex and The City
A: Cynopsis, Digiday, Twitter feed.
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Keep up to date on our Twitterviews and other news from CatapultX with our Sunday Catalyst.