JOE Media has appointed Paul Coldham to lead its creative commercial content arm as Head of Creative.
The announcement comes as the social-first publisher continues to bolster its client offering following its acquisition by Greencastle Capital in 2020.
As Head of Creative, Coldham will build on the existing high quality creative and content output for JOE Media, working closely with clients to devise impactful partnered content and innovative creative ideas that complement their focus on long form, broadcast quality content.
JOE is pioneering high quality original video content for social media, as audiences seek more meaningful online engagement.
Platforms in turn are looking to secure content from trusted news partners and publishers who can deliver against this demand for long form engagement and dwell time.
Brands such as Coral, Guinness and hotels.com have all utilised JOE’s reputation as a credible, trustworthy publisher to create long form branded content that is the bedrock of the publisher’s offering.
Head of Creative
As strategic creative partner to JOE Media’s direct clients and agency partners, Coldham will manage the delivery of world class creative ideas across the JOE portfolio, creating and delivering new IP, inventive brand collaborations and activation while mentoring a team that will produce next level creative and branded content for clients.
Coldham has over 20 years experience in commercial partnerships and creative delivery, most recently as Group Creative Director at marketing agency Found, where he also headed up its influencer agency, Disrupt.
Prior to this he was Executive Creative Director at Formation Films, the dedicated branded content division for GiveMeSport, which produces high quality branded content in the sport and lifestyle sectors.
He has also held senior roles in the creative and partnerships teams at Mail Metro Media, Red Bull and Clear Channel Outdoor.
At JOE Media he will work collaboratively with the editorial, creative and partnership teams to ensure brands are gaining impactful access to JOE’s unique audience of 25-34 year old British men.
The publisher’s reputation for credible, considered journalism and pioneering, broadcast-quality video formats, has seen it amass 13m online followers and fans, enabling brands to gain rare access to this key audience.
Coldham will report to Laura Redman, who helps lead JOE Media’s Commercial Strategy & Operations.
Coldham said: “JOE Media has a fantastic foundation of original and creative content that has been built in the knowledge that the platform is a destination for authentic and rewarding content for its audience.
“As a social-first publisher JOE is perfectly placed to drive innovation in creative brand partnerships, and my aim is to continue to focus on delivering exceptional content that sets us apart from the competition.
“I’m lucky enough to head up a truly talented team who are primed to take our proposition to the next level and expand into new areas that will only open up more opportunities for storytelling content creation.”
Redman added: “JOE always was and continues to be a destination for men’s sport, lifestyle and culture and as we enter a new period of growth we want to place creative execution and content at the heart of this transition.
“We have created a definitive identity that has earned its respect from both an editorial and commercial stance, and as innovations continue to grow within social and video delivery Paul will be instrumental in helping us deliver more best in class original content solutions for our partners and audience within that space.”