Cindy Weisskopf, Managing Director of Brand Promotions and Advertising at Synchrony, shares how her team brought Lemonade Stand—a six-minute scripted brand film about a father and daughter—to life as part of a broader content ecosystem. In this episode, Cindy reveals how consumer insights led Synchrony to experiment with long-form storytelling, how the team built an entire suite of content around the film, and why they view projects like Lemonade Stand as “smart bets” to meet audiences where they are. She also discusses partnering with agencies, testing distribution strategies, integrating cause-related work with DonorsChoose, and how Synchrony is evolving its approach to branded entertainment through data-driven creativity.

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