Former Nat Geo Exec Establishes New Consultancy Outfit

LONDON: Michelle Waldron, who was previously the senior VP of marketing and operations at National Geographic Television International, has set up a consultancy for the content business, Beyond the Box.

The company will provide a range of strategic marketing services for content creators and distributors. This includes everything from writing treatments and presentations to creating marketing campaigns and managing a company’s online presence. The central focus is on building and developing brands.

Waldron commented: “From talking to contacts in the industry it became apparent that so many companies put most of their energies and resources into creating and selling content and that as a result, their own corporate brand often got ignored—basically being relegated to a visual ‘stamp’. With content companies in constant competition for ideas, commissions, acquisitions, talent and investment there is an obvious need for stand-out. My aim is to work with brand owners to ensure that their brand has a clear and unique voice, retains traction in the marketplace and has a real, enduring story beyond whatever its latest show, development or deal may be conveying at any one moment in time.

“Everything a company does from pitching or acquiring content, to establishing new divisions and raising finance, should be done within the context of its brand story. I believe a mix of commercial acumen and brand insight—gained from working both in this sector and with mainstream consumer businesses—coupled with creativity and a great knowledge of and love for media, makes me an effective partner for igniting ideas, creating stories and building better brands.”