BRANDING
The Current
The Current is The Trade Desk’s semi-independent editorial arm, reporting on media and ad tech industry news from all corners of the internet. It’s now one of our biggest brand platforms, boasting hundreds of thousands subscribers, multiple podcasts, and a major presence at industry events around the world (Cannes Lions, Advertising Week, etc.).
Role: Senior Copywriter
Projects: Naming, branding, 360 campaigns, activations
Branding
I developed the brand identity for The Current when it first launched (name, voice and tone for paid media), but my work didn’t stop there. Over the years, I’ve crafted 360 campaigns, named and branded several podcasts (among other things), and serve as the go-to Creative consultant for our Editorial team.
The brief asked for a name that oozes trusted journalism. So we drew on our roots in Ventura, CA, surfing culture to come up with something that evoked constant change and the most au courant reporting in digital advertising.
The Big Impression
noun: impression
an idea, feeling, or opinion about something or someone
an instance of a pop-up or other online advertisement being seen
I re-named the podcast from The Current Podcast to The Big Impression. The goal was to find a name that didn’t beat audiences over the head with ad tech lingo, but using “impression” as a double entendre creates synergy and ownability.
Featuring marketing leaders from around the world, you can listen on Spotify or wherever you get your podcasts.
Display
A few banner ads from back when The Big Impression went by another name.
Cannes
Out of home
Every year, The Current makes its presence known at industry events around the world. Check out a few ads and activations from over the years.
