Brett Schneider, Director of Brand Partnerships at Complex Networks, worked in account management at agencies like Translation and 72andSunny (among others) before shifting into brand partnerships on the publisher side. Hear about how publishers like Complex are changing the industry landscape and how he works with brands in his role, struggling with account managers not being seen as creative, and how his mindfulness practice affects him professionally.
His early obsession with brands, and moving from working at a record label to working at Translation.
His experience starting a hospitality company called the Bud + Breakfast with his dad, and how it’s affected his career.
How he works with brands in his role at Complex, the hard and soft skills needed to work in brand partnerships, and how his time at 72andSunny prepared him to work cross-functionally.
Why going publisher side was the best opportunity for him, how publishers are changing the industry landscape, and why they are adept storytellers.
Struggling with account managers not being seen as creative, and tips on how to be the best collaborator to creatives.
His experience with mindfulness and how it affects him professionally, and why meditation is more accessible than you think.
“I think what you’re seeing is that these publishers are able to offer these agency services, but they’re also able ensure that they have an audience and a reach, and that you’re part of something that is successful. […] I think you’re going to see this shift where a lot more brands are going to be wanting to work directly with publishers because of all of these aspects that you’re getting.”
“I think [mindfulness] is something that is just starting to take off because of the climate that we’re in. Putting politics and what’s going on in the world aside, I think what is really true is that we’re hit with a million different messages per day. Our attention spans are being taken up […] you’re just not sitting still and focusing on one thing for any amount of time during the day.”
“I think we really overwhelm ourselves with the unknown. And we don’t let ourselves take that leap, because we’re worried about all the things we won’t be able to do […] We almost talk ourselves out of things.”
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Brett is Director, Brand Partnerships at Complex Networks - a multi-brand, multi-platform network for youth culture, which was founded by fashion designer Marc Ecko. Complex reports on trends in style, pop culture, music, sports and sneakers with a focus on streetwear, sneaker culture, hip hop, and graphic art.
His experience on both the creative agency and publisher side provides a unique skillset when working with brands. He's become proficient at switching between traditional advertising and branded content storytelling, helping to guide clients to the best solution to solve a business problem.
Prior to joining Complex, Brett was a Brand Director at 72andSunny tasked with transforming Hecho Studios from an in-house production company servicing 72andSunny to a direct-to-client content development studio.
He holds a B.S. in Business Administration with a focus on Marketing from the University at Buffalo.