Synchrony is launching a content marketing platform with CNBC

Synchrony, the 85-year-old issuer of private label retail credit cards, is rebranding from Synchrony Financial and launching television programs, branded content and live events as part of a content marketing push called “State of Pay.”

State of Pay, done by CNBC Brand Studio, will explore how people shop and pay for things and will be distributed on CNBC channels, Facebook Live, Twitter and Apple News, as well as through activations at events like ShopTalk, which took place this week in Las Vegas and where Synchrony and CNBC introduced the partnership.

“Just like retail brands thinking about an omnichannel experience so do financial services brands and thats why we’re here activating at ShopTalk… to try to connect and humanize what can be a somewhat rational product,” said Elspeth Dixon, Synchrony’s svp of corporate brand. “Humanizing a brand is a tough thing… State of Pay is the perfect platform to help facilitate more positive, optimistic conversations.”

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