Branded Content and Custom Projects in CNN Journalism
Vanessa Gregoraci explains how the network designs integrated commercial formats and technical discussions for brands.
Vanessa Gregoraci, commercial director at CNN Brasil, discusses the evolution of advertising formats in journalism. She explains how the network combines editorial curation with custom branded content and multiplatform solutions.
Vanessa Gregoraci, commercial director at CNN Brasil, spoke with Bruno Gimenes on Marketing - The Podcast about how the news outlet handles advertising demands that go beyond the traditional media model. For Gregoraci, briefings received from agencies and brands increasingly require customized solutions that move away from purely transactional placements.
Integrating Brands Beyond the Commercial Break
According to Gregoraci, 30-second ad slots and classic sponsorship packages still exist, but they no longer represent the core of brand strategy. Current demand focuses on establishing direct connections with the discussions led by news outlets.
"Of course, sponsorships starting with 30-second spots will never die; that's part of it, but it's no longer just about that," states Gregoraci. "Advertisers increasingly want to be integrated into the content in some way. We have several tools to help build these projects through branded content."
In the video above, Vanessa Gregoraci details how the network's planning team handles these requests and crafts commercial narratives tailored to the brand's ecosystem.
Curation and Thematic Formats in Hard News
One of the initiatives structured for this model is CNN Talks, a format designed to explore specific topics in depth and contextualize industry challenges, such as debates on sanitation. The format pairs commercial delivery with strictly technical content.
"So this is a commercial model—100% commercial—but it involves content production closely tied to technical topics," explains Gregoraci. "These are environments advertisers actively seek today: having CNN's endorsement and curation while delivering valuable content to viewers and clients."
Gregoraci notes that prime-time programming and shows like WW continue to feature traditional sponsorships, but the market demands ongoing project extensions. While customized products have long been common in entertainment, the challenge in hard news lies in turning these special projects into organic, relevant content for audiences.