DRIVER Media, an outsourced advertising and content production service for agencies and marketers, has brought veteran production executive Julie Stone as executive producer.
Stone brings client-side production experience to DRIVER, having spent over a decade at Victoria’s Secret, where she was director of broadcast television and web video content, as well as creative director of broadcast for parent company Limited Brands. While there she helped create and produce iconic fashion advertising and broadcast content, helping make the Victoria’s Secret brand synonymous with beauty, sexuality, mystery and passion.
In addition to her time at Victoria’s Secret, she’s also worked with a who’s who of major fashion, beauty and personal care brands, including Ralph Lauren, Neutrogena, Bath & Bodyworks, Revlon and Michael Kors, to name a few.
Stone’s hire adds significantly to DRIVER Media’s expertise, which runs the gamut from agency producing and staffing of production teams to business affairs, in-house production, creative editorial and post, digital media production and distribution and other related services.
Besides her intimate knowledge of the fashion and beauty world, Stone also possesses a deep insight into how marketers think and act – both of which will help DRIVER Media as it increases the amount of direct-to-client work the company handles and moves aggressively into production opportunities for brands aimed at women, kids and families via the online programming provided by sister company DRIVER Digital. DRIVER Digital recently struck agreements with hair care brands John Frieda and TRESemmé to create content around YouTube personality Judy Travis and her DRIVER Digital channels, “It’s Judy Time” and “It’s Judy’s Life.”
Stone got her start as a producer at the New England ad agency North Castle Partners, where she worked on a range of consumer brands such as Ocean Spray and Slim Jim. She then moved to New York to work as sr. producer at the boutique Carlson & Partners where she worked on Ralph Lauren and Neutrogena. Stone joined Victoria’s Secret in 2001 and was an integral part of CMO Ed Razek’s team.
Stone said she was drawn to DRIVER’s business model which “is perfectly positioned in this era where brands are often moving independently of their agencies to pursue and execute marketing ideas and concepts. In this respect, there’s a lot DRIVER Media can do to help them grow by taking the burden off them as to how to get content produced, whether traditional advertising, branded content or digital.”
Stone’s hire comes as DRIVER Media expands its reach in the area of client-direct work. Recently it partnered with The Coca-Cola Company to produce a series of World Cup documentary-style web films and 30 and 60-second TV spots.