Publishers’ branded-content campaigns have painfully low renewal rates. One way Quartz has managed to buck that trend is by giving technology insights and research to agencies and brands.
To formalize this approach, Quartz launched the Quartz Innovation Lab in January, where creative staffers spend a certain portion of their time working on projects like this about every six weeks.
Jeff Malmad, a managing director at Mindshare North America who worked with Quartz on a panel presentation at CES that came from an Innovation Lab, said that while he keeps numerous publishers close at hand when thinking about branded-content programs for his clients, few third parties deliver actionable information like Innovation Lab’s insights. Asked how many publishers or brands deliver insights that actually go directly into work for clients, Malmad said, “They’re few and far between.”