Lock in a year of Digiday+ for 35% less. Ends May 29.
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.”
More in Marketing
Who owns agentic workflows? Agencies struggle to govern new tools as marketing budgets surge
Deciding how AI is used, vetting tools, shaping best practices and how staff are incentivized to use AI tools are still up for debate internally at agencies.
Pitch deck: X leans on AI and performance in a bid to win ad dollars
For the past few years, X emphasized brand safety capabilities to reassure advertisers. This latest deck is all about the new AI era of X.
Spirits brands look to sports, sponsorship and celebrity playbook to convert younger consumers
For advertisers like Chivas Regal, Maker’s Mark and Jameson sports is now the keystone of efforts to recruit younger drinkers and renew brand profiles.