As advertisers increasingly look for meaningful ways to connect with audiences, publishers are always striving to create lucrative opportunities for commercial partners and core audiences to connect without damaging editorial integrity.

WP Creative Group is the content marketing arm of The Washington Post, and throughout 2020 drove record numbers of unique users to the publication by focusing on storytelling and bringing the value proposition of a newsroom to commercial partnerships.

In the words of Washington Post CRO Joy Robins, the WP Creative Group team “acts as a consulting partner and field research to help guide clients to what our audiences want to hear”. Tune in to hear from Denise Burrell-Stinson who leads the charge as Head of Creative about the mechanics that drive its relationships between partners and audience, how reader sentiment is shifting and how frequent analysis of audience insights is the key driver for success.