State of Pay: Commerce Thought Leadership

Informing consumers with expert insights and cutting-edge trends, showcasing thought leadership to strengthen a leading company's position in commerce and payments.

The brief

Client
  • Synchrony Financial
Work & Expertise
  • Strategy & Content Research
  • Production Planning & Execution
  • Video Production and Experiential
  • Social Ads & Media Buying
Role & Company
  • Senior Account Manager // Project Lead & Client Partner
    Giant Spoon // New York

Synchrony Financial sought to establish an ownable and differentiated content arm to solidify its position as a thought leader in the payments, retail, and technology sectors. With the rapidly evolving landscape in commerce and financial technology, Synchrony aimed to provide valuable insights and innovative ideas to help businesses enhance and grow.

Synchrony faced the challenge of effectively showcasing its expertise and thought leadership in a crowded market. They needed a multi-platform approach to deliver compelling content of the new, the now, and the next, that would engage and inform their audience, utilizing the wealth of knowledge from their internal experts and industry partners.

The work

I managed the experiential and production teams for the CNBC partnership, pioneering the State Of Pay project. Collaborating seamlessly across creative, media, CNBC, and Synchrony, we transformed the typical “talking heads” financial videos into a more personable and elevated style, humanizing our subject matter experts. As “State Of Pay 2.0” emerged, my role expanded to steward teams across strategy, copywriting, media buying, creative, and production. Together, we crafted engaging thought leadership content, including interview videos and snackable social clips highlighting industry insights from Synchrony research. This collaborative effort positioned Synchrony as a forward-thinking authority in the field, breaking the mold of traditional reports.

We took State Of Pay to new heights by forging a strategic partnership with T-Brand Studio, the esteemed creative production arm of The New York Times. This collaboration allowed us to delve deeper into industry insights by interviewing Synchrony experts and partners, uncovering the new, the now, and the next. Through captivating video content, we elevated the Synchrony brand, generating widespread awareness and fostering a stronger sense of community within the business landscape.

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