SkiftX Creative Studio
Creating an in-house content studio
SkiftX Creative Studio
In 2014, I founded and launched the SkiftX Creative Studio, the in-house content agency at Skift. As Creative Strategy Director, I brought the agency to market, scaled the team, and grew our capabilities, and industry presence, becoming company’s top revenue stream.
I worked on creative, content, and event projects for clients, from developing the concept and pitch, to managing stakeholders and overseeing the execution.
Clients included: Accor, Accenture, Amazon Web Services, Brand USA, Destination Canada, Hyatt, Mastercard, Venetian, Visa & many more, which you can find case studies for here.
Starting Out
In a previous consulting role with The Osder Group, I had helped setup a brand studio for a global ad agency. I knew the tools, people, and frameworks to build a version of it for Skift. For the first year or so, the studio was just me – playing the role of creative strategist and drawing up concepts and pitch decks to present with the sales lead.
We started with articles, then deeper dive reports and webinars, and evolved to video series, infographics, interactive mini sites, podcasts, event talks and activations, research, and even some white label agency work.
Here’s an early interview I gave about the studio: How Skift is Transforming B2B Travel Content (Contently)
Scaling Up
I created product guides, capability decks, proposals, sizzle reels, presentations, and press outreach to get the word out and partnered with the sales team on pitches.
The Ecosystem Booklet (pictured) was a great jumping off point to grow business interest. See case study.
Delivering World-Class Content and Creative
Over the next six years, I led the strategy and creative direction for clients like Mastercard, Hyatt, Accor, Brand USA, and Destination Canada and staffed the studio with an amazing group of talented humans: strategists, producers, analysts, and writers.
In 2021, I moved out of the studio into a company-wide role as head of creative strategy, managing a team of designers and producers responsible for the brand and design across five editorial platforms and events.
