Dazed wants to help brands build ‘wonderful creative’ as it repositions as Dazed Media

Dazed Group has restructured its publishing business to become Dazed Media as it looks to work more closely with advertisers to create content as the company readies itself for international expansion.

The newly formed media business will offer advertisers to work with a unified offering across all its brands, which include Dazed, Dazed Digital, AnOther, Another Man, Anothermag.com and Nowness. It will see brands work with a new in-house Studio born from a combination of The MAD creative agency and Dazed White Label team.

Dazed Media’s chief commercial officer, Will Hayward, who joined the business from Buzzfeed two months ago, told The Drum that Dazed has now created a media model that will allow brands to effectively reach audiences on the platforms they are populating.

“You don’t need to obsess about your website, you need to obsess about Instagam, Facebook and Twitter and go where the audience is,” he said. “At Dazed we think that from an advertiser perspective many of our biggest supporters and biggest brands are still struggling to find good media partners for our era and we think we’ve come up with a model that allows us to connect with people in those platforms.

“We’re no longer going to be this businesses that just thinks about how can we host wonderful creative that someone else has built but we’re going to actually partner with brands to create those things.”

Dazed Media has also inked a deal with adtech company Sharethrough to create a Story Lab, which will use Dazed branded stories and Sharethrough’s native advertising software to track the journey that premium stories make across the web.

The media company will now create advertising and branded content by directly placing creative onto platforms such as Instagram without linking back to a website.

“When it comes to the fundamentals of what a media brand is today, media brands are distributors,” explained Hayward. “Currently people see you on Twitter, click and go to your website – we are more interested about [how] we can make things and take them… to Instagram. People don’t look at Instagram then click and go to the website.”

An example of this will see Dazed publish its own London Fashion Week photography directly to Facebook. “We don’t care about bringing people back to the website, we just put stuff where people are,” he added.

Since August 2012, Dazed’s audience has increased from 200,000 to 3.5m per month, with 50m unique visitors across its owned and operated channels.

The reposition follows a rebrand of Dazed’s print magazine from its former incarnation Dazed and Confused last February.

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