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Vox and American Express give ‘The Goods’ of consumer habits in branded editorial section


By Bennett Bennett, Staff writer

September 12, 2018 | 4 min read

Vox and American Express have launched The Goods by Vox, the publisher’s first-ever branded section of editorial content.

The Goods w Amex

Vox and American Express work on branded editorial section focused on consumer habits / Vox Creative

The Goods by Vox focuses consumerism, why people buy what they buy. According to a blog post on the site, the new section gives audiences the information needed to be savvy shoppers.

Vox’s editor-in-chief Lauren Williams explained the series further, saying: “Trends and popular products offer a fascinating glimpse into our joys and anxieties, our moments of prosperity, and our times of desperation. They also reflect how our way of life is changing — from the technology we invest in to the companies we choose to trust and support."

Included in this sponsored section: news, features, ongoing series, videos and daily Vox Explainer videos, as well as a twice-weekly newsletter. Vox Creative, the publisher’s branded content arm, has also worked with American Express on separate custom content beginning in September, with a branded Explainer series on the experience economy to come in October.

The Drum spoke to Vox and Amex about the partnership, which has been scheduled in conjunction with the credit card company’s 'Pay It, Plan It' integrated marketing push.

Melissa Bell, publisher for Vox Media, said: “Vox’s mission has always been to explain the news, and this new section – The Goods by Vox – brings that mission to explain consumer culture – how and, more importantly, why we buy what we buy. We're excited to be working with American Express as our launch partner and bring this insightful new storytelling to our curious, engaged audience at Vox.”

Terryn Lance, vice president of global media for American Express said: “We are excited to work with the Vox Media team to showcase our innovative Pay It Plan It. The Goods by Vox is a great content format to help our target audience navigate everyday buying decisions around when to save and when to responsibly spend with the power of Pay It Plan It.”

This partnership is one in a list of recent branded experiences developed by Vox Creative team in past months. Vox’s Curbed and The Verge partnered with Ford back in June to launch their take on the home of the future, and Vox Creative has also worked on branded experiences with Pepsi and the NFL and for MGM Grand at the beginning of the year.

Vox Media itself has has had a busy year of its own, taking its editorial properties to television and streaming services. Earlier this summer, its Explained series has been expanded to a docuseries on Netflix, and it also broke a deal with PBS and its Eater imprint to launch its first cooking series with famed chef Marcus Samuelsson.

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