CNN seeks to double digital ad business after making senior hires from Buzzfeed and Box Plus

Brandon Keenen and Pippa Scaife

CNN International Commercial (CNNIC) has powered up its digital advertising wing with the appointments of Brandon Keenen as senior digital commercial director and Pippa Scaife as commercial director.

Keenan joins from Buzzfeed where he was a senior director. Leading a global team of digital directors he will collaborate with CNN’s advertising team to generate campaigns for brand partners and clients. Upon this remit, he will also seek out new clients and paths of revenue.

Pippa Scaife on the other hand will look to grow brand partnerships for CNN's independent media company Great Big Story and Casey Neistat media company Beme News.

Both are based in London, answering to Rob Bradley, vice president, digital commercial strategy, at CNNIC.

“These appointments are part of a wide-reaching transformation across CNN International Commercial as we focus on doubling our digital business while continuing to lead the traditional pan-regional TV advertising market,” said Rani Raad, president, CNNIC.

“Brandon and Pippa will play an important role in achieving this by working with our global ad sales teams to ensure that clients benefit from our combined offering of rich data and targeting through digital and our brand-building scale across TV. We are already seeing huge growth in digital-first campaigns and three quarters of all advertising now spans TV, digital and social. I only expect this to grow as we add more firepower to our offering.”

Multiple traditional media brands including CNN are intent on making an impact on the digital space as it becomes an increasingly viable and profitable market.

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