September 17, 2020 - CBC & Radio-Canada Media Solutions is boosting its offer to advertisers and media agencies in Canada by launching a dedicated service for the creation of unique and distinctive branded content under the name CBC/Radio-Canada Tandem.
“The launch of Tandem is in response to what our advertising partners have been asking us for: the opportunity to work with our country's most trusted media brand to create content experiences that resonate with Canadians on a deeper level," says Barbara Williams, Executive Vice-President, CBC. “Tandem will help Canada's strongest brands shape and share inspiring stories across our platforms and across the country.”
This service reflects a major market trend, as evidenced by similar offers from the BBC, the New York Times, and several Canadian media outlets. “While branded content is not new to CBC/Radio-Canada, we have streamlined our process, hired the right people, and made significant product improvements to aggressively pursue this growing line of business," says Donald Lizotte, General Manager and Chief Revenue Officer, CBC & Radio-Canada Media Solutions. “Clients wanted an integrated, turnkey solution to create quality content and leverage the credibility of our network. I am so pleased that we now offer this.”
Quality content. Solid expertise.
At its core, Tandem aims to strike the balance between creativity and data. Brands are looking for the quality content that audiences have come to expect from CBC/Radio-Canada, with results-oriented strategies to help solve business problems.
“Our team relies on research and data analysis to take brand stories to the next level, in a strategic, innovative and measurable way,” says Mary Kreuk, Executive Director Multi-Platform Media Sales and Marketing, CBC & Radio-Canada Media Solutions. “We now have the tools to ensure that our campaigns drive results.”
To tell the best stories in an authentic, credible and strategic way, Tandem has added two seasoned content editors to its roster, in Adam Owen (former Director, Content and Strategy, Postmedia Network) and Samuel-Olivier Barrette (former Executive Director, Strategy and Client Solutions, Groupe KO).
Flexible solutions. Breadth of platforms.
For a brand message to reach its target audience, brands need to be agile, relevant and have a strong presence. By leveraging the cross country reach of the CBC/Radio-Canada network, Tandem offers unparalleled strength across all platforms; written, audio and video. Its arsenal of powerful tools includes: CBC, ICI TÉLÉ, specialty channels (ARTV, EXPLORA, CBC News Network), CBC.ca, Radio-Canada.ca, CBC Gem, ICI TOU.TV, CBC Listen and Radio-Canada OHdio. These platforms cover a wide array of genres that range from news and entertainment to the Olympic Games and lifestyle.
An example of the branded audio offering is Athabasca University's first season of the much anticipated podcast, ‘Go the Distance,” launching this month. Hosted by CBC personality Leah Simone-Bowen, this six-episode series will share stories from students of all backgrounds, including working parents and Olympic athletes, who have discovered the transformative effect of online learning and its ripple effect in their life and communities. As one of one of the world's foremost and fastest-growing online post-secondary institutions, AU chose to work with the national broadcaster because it is uniquely positioned to reach broad segments of Canadians who are highly engaged in storytelling.
Regardless of the platform or genre, one constant remains true throughout: Tandem offers products that Canadians want because they see themselves in them.
Embark with Tandem. Working together, to tell your story.
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