As part of a series of interviews conducted with directors of publisher’s native ad studios around the world, Native Advertising Institute spoke with WP BrandStudio’s Annie Granatstein, about multimedia storytelling and helping brands find the right narrative.

From the Q&A:

What sets WP BrandStudio apart from other Native Ad Studios? We combine best-in-class journalism with in-house technology. This unique combination allows us to reach the vast majority of our growing audience organically on the Post site, with less spent on paid outside distribution than other studios.

What is your creative process when creating native advertising? We focus first on finding the best narrative that achieves the brand’s goals and overlaps with our audience’s interests and then devise the best tactics to tell that particular story. In production, we never lose sight of the story, no matter how complex and innovative our storytelling methods are. We call this approach “Story first, last and always.”

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