How CNN Builds Value Narratives Beyond 30-Second Ads
Vanessa Gregoraci analyzes CNN Money's role in the B2B ecosystem and how news channels are evolving through branded content.
In a conversation on Marketing - The Podcast, Vanessa Gregoraci details how CNN Brasil goes beyond traditional media sales. The commercial director explains the development of branded content projects and the business impact of CNN Money.
Vanessa Gregoraci, commercial director at CNN Brasil, discussed in a conversation with Bruno Gimenes on Marketing - The Podcast how news media outlets must go beyond traditional ad placement to build high-value narratives alongside advertisers.
Beyond Sponsorships and 30-Second Spots
Gregoraci highlights that the commercial model for news channels has evolved to address demands requiring context and reputation. "For a long time, news channels were seen merely as a channel for sponsorships and 30-second spots. That is not the case—we can produce branded content and host many different talks," she explains.
In the video above, the commercial director breaks down the mechanics behind creating these formats and structuring projects that integrate journalistic curation with market relevance. Gregoraci affirms that the network's goal is to offer solutions that elevate brands' institutional standing: "It is no longer about media for the sake of media, right? It is about creating an opportunity, a value-added product that moves the needle for the advertiser in terms of reputation."
The B2B Ecosystem and the Role of CNN Money
Within this value-generation strategy, the CNN Money vertical is positioned with a sharp focus on the corporate audience. According to Gregoraci, the editorial and commercial proposition seeks to empower the Brazilian corporate sector: "We have Money, which is deeply B2B and speaks directly to companies, helping Brazilian businesses become increasingly successful."
When client briefs arrive, the commercial team works to transform those demands into tailored projects supported by the outlet's editorial credibility. For Gregoraci, "when you can anchor a brief in that reputational territory with CNN's curation and endorsement, the project becomes truly compelling."