Lisa Granatstein (Adweek)

May 6

On this episode of Marketing News Canada, Darian Kovacs interviews Lisa Granatstein, Chief Content Officer at Adweek.

Lisa is the leading source of news and insights covering marketing, media and technology. In her role, she unites the company’s voice and mission, overseeing editorial, event programming and membership. As a longtime industry reporter and editor, Lisa began her journalism career in TV news at the Canadian Broadcasting Corp. acclaimed flagship program The National. In 2019, Lisa was named the “Top Woman In Media.”

Adweek covers the media marketing space. “We are a media and events company that is moving into the community,” states Lisa. Throughout the year Adweek facilitates about 30 awards to deserving recipients. The most desirable award they give out is their “Brand Genius Award.” This award is handed out at their brand week event.

Adweek Plus is a subscription based service that gives users the option to have a print or digital publication. As time progresses, digital is becoming a more commonly used option. Previously Adweek was heavily focused on advertising because the idea was to serve the community of agencies. Over the past few years the brand has changed their strategy moving to a more “half and half” approach according to Lisa.

A trend that Lisa has been observing is the use of social audio. Clubhouse is a platform that launched in December 2020. She described it as different rooms you can go into and listen to audio. She said it is ideal for users that love to talk. Lisa predicts there will be a day when there will be sponsored rooms as a way for brands to advertise. There are a lot of opportunities with the Clubhouse platform, she believes.

Social media is becoming more relevant than ever for all brands. It is an inexpensive way to advertise compared to traditional methods. If used correctly it ensures high ROI and customer retention. Lisa believes that brand loyalty comes from engaging with users and that is exactly what platforms such as Clubhouse are used for.

When it comes to journalism it is important to remain unbiased. Lisa states that if she comes across information that she can use, she will. She believes that this is what strong journalists do to remain true to their writing. When asked a round of rapid fire questions, Lisa answered as follows;

Marketing book you’d recommend?
The Future Does not Fit in the Containers of the Past
Podcast you’d recommend?
The Pivot
Newsletter or website you’d recommend for resources/inspiration?
Chairish

Lisa is a journalist that is educated and knowledgeable in many aspects of marketing which makes her a valuable asset to the team at Adweek.

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