How a New Branded Content Shop Plans to Break Out of the Agency Model

The Pub will work with YouTube stars like Rosanna Pansino, Michelle Phan and Bethany Mota.

Here comes yet another player in the realm of branded content, this one with a focus on publishing. The Pub, a new venture from strategic consultancy Co:Collective, opens with clients such as YouTube, New York's Museum of Modern Art and the non-profit organization Dress for Success.

The shop's mission is to help brands connect with YouTube stars and others to create content that supports the brands' larger strategic purpose, according to Conrad Lisco, a Co:Collective partner who, along with Tiffany Rolfe, is managing the launch. That content will take the form of anything from a video or Web site to postings on Pinterest or Instagram.

To lead The Pub, Lisco and Rolfe have hired an executive creative director (Dave Clark, formerly of 72andSunny), relationship director (Eric Wilson, from CAA Marketing) and strategy director (Shawn Shahani, from Havas Worldwide). Adweek reached Lisco at the Cannes Lions festival this week, and he talked about The Pub's business model and what he hopes to accomplish in year one.


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