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
D+ Research: Brands expand creator marketing strategies
Many are partnering with creators to help drive seasonal campaigns, support product launches and, in some cases, even help develop products
Ad Tech Briefing: Google is morphing from media to tech, adland braces for impact
The entity formerly known as DoubleClick remains the runt of the Alphabet litter, while its cloud business continues to go from strength to strength.
OpenAI is already building the org chart of a mature ad business
Two job postings on its careers page suggest OpenAI wants third parties, not just its own sellers, to sell its inventory.