EXPERT KEYNOTE SPEAKER One of the 30 Most Creative people in advertising - Business Insider EXECUTIVE VICE PRESIDENT @CHEDDAR (2016 – 2020) FORMERLY VP, CREATIVE @BUZZFEED
Keynote speaker category: Media, Technology, The future, Innovation. Keynote speaker topics: The future of media. Digital native advertising. Millennials and Gen Z in the current media landscape.
Melissa speaking at FIPP 'The future of media' in 2018 (3:00)
Melissa has just launched Inspo, a text-tech and publishing network for Gen Z. Previous to that Melissa was the Senior Vice President of Creative Development and Partnerships at Cheddar, a video media company at the intersection of business news and culture. As media is changing at a faster and more extreme pace, year-to-year, month-to-month, day-to-day and as Millennials and Gen Z grow up, they expect to encounter news in the ways they’re used to — through social video, through mobile, through digestible content. While their parents may have unfolded the business section of the paper on the train to work, or watched hours of market updates, these generations want their finance, business, and tech news in a very different way. While at Cheddar, Melissa has revolutionised how business & finance news is created and delivered. Through live streaming on OTT and other networks, Cheddar has been able to grow a passionate audience, in a once-thought irrelevant area to younger generations.
Previously, Melissa was BuzzFeed's Vice President of Creative Services, where she led a team of global creatives responsible for building native social content executions for advertisers. Melissa and her team worked with Fortune 500 brands to create compelling, engaging, and social branded content for the social web. Joining the staff in 2010, Rosenthal was a key contributor to the early success of BuzzFeed's branded content advertising model and created the site's first ads.
For her creative work in advertising, she was named to Forbes' 30 Under 30 and Business Insider’s 30 Most Creative People Under 30.
Inventor of Digital Native Advertising, she created the the model at BuzzFeed and scaled it into a several hundred million dollar revenue model there. (This advertising concept and model revolutionised the entire industry with every single legacy and new digital media company starting to employ this advertising concept (Washington Post, New York Times, The Atlantic) and largely every single Fortune 500 brand as well)
She has been recognised in some of the most prestigious publications for this (Forbes, Adweek, Ad Age, Digiday).
She has worked on large scale thought leadership campaigns for Fortune 500 brands such as, Coca Cola, Fidelity, HBO, Purina, Unilever, P&G...