Nissan content chief Dan Sloan on the art of brand storytelling

Dan Sloan, a former broadcast journalist for Thomson Reuters, is editor-in-chief of Nissan’s Global Media Center in Yokohama. He oversees a team of brand journalists who produce multi-media content, known as “kotozukuri” or storytelling.

In this cross-posting from Mumbrella Asia editor Robin Hicks spoke to Sloan about how an in-house content house works, the ROI of content, and the impact of the brand-side content creation concept on agencies.

So how do agencies get involved with the Global Media Center?

From time to time, from project to project. We act as a clearing house for agencies if they need content from the archives. We don’t always have it, but we do act as a conduit to get the best version that exists.