Selling stories across mediums requires the creativity to adapt and the consistency to stay on message.
A compelling message can be told cross-media. Mass-production of cross-media requires a skillful creative and editorial core with a wider support team of artists and other production experts in various media.
For instance, selling a car magazine is driven by an editor's vision for a marquee glossy broadsheet weekend insert. This weekend insert in a national newspaper can be wrapped in an online media music video that brings energy and dynamism to the high-end images and elite models in the work.
Advertising executives can bring in high-end advertisers, and aspirational brands and compliment the weekend daydream of exotic fast cars and glamor.
