A+E Networks today announced plans to launch The Bridge, a creative-led agency offering advertising partners custom solutions driven by creative and an agnostic distribution model. The company named Lance Still to head up the new unit as Managing Director, The Bridge, in addition to her current role of SVP, Branded Content, for A+E Networks.
Making the announcement was Peter Olsen, EVP Ad Sales, A+E Networks, to whom Still will report.
“The Bridge will provide an important service to our clients in a manner that does not yet exist among our peers. We couldn’t be more excited to bring customized, strategically distributed marketing campaigns to our partners,” said Olsen.
The announcement adds: “The Bridge will serve as a full service agency combining expertise across three disciplines — storytelling, analytics and distribution. The new venture will utilize A+E Networks’ in-house resources for all three functions, and in a first for similar in-house agencies, The Bridge will also work outside the A+E ecosystem through strategic partnerships with content creators such as Hearst Digital Media, Vice Media and Propagate to provide comprehensive, tailored campaigns fit specifically to a client’s goals.”
Commenting on Still’s role, Olsen noted: “Lance will be deploying A+E Networks’ wealth of talent and resources as we launch The Bridge, and her vast experience will be a huge asset as we get this agency up and running. The true differentiator for The Bridge, which will ultimately drive value and ROI for our clients, will be our license to create and communicate across all media, offering partners of all sizes and budgets the ability to cut through traditional marketing barriers.”
A+E has made a number of strategic investments to support the launch of The Bridge, including the proprietary data tool A+E Precision, along with 45th and Dean, the branded content studio that launched in May.