“We are here to help brands tell their story”

Create is, since 2007, the content creation studio of CNN International Commercial, the advertising agency of CNN International. Its goal ? Propose a content strategy to brands and help them tell their story through the news media and its verticals: CNN Tech, CNN Travel, Great Big Story... The team had the pleasure of discussing with John Malone, Global Creative Director, Director of CNN Create and king of storytelling. Let's go! CNN is a strong and international brand, a sign of professionalism. Isn't it contradictory to work in the service of brands? I don't see any problem with that because through these ads, we always keep the CNN “tone”. We are an editorial brand above all, everything we create must be authentic and respect our way of dealing with subjects. Even if the activity is different [Editor's note: from that of the CNN channel], we still keep this same DNA. It is…