- LOS ANGELES & NEW YORK
SuperBloom House, an independent modern media content and production company, has brought Adam Milano and Gregg Hirschorn aboard as, respectively, head of content development and head of content strategy.
Hirschorn had previously served as NY-based group connections strategy director at agency 72andSunny while Milano was in L.A. as head of development at Hecho Studios, a content shop which spun out of 72andSunny. Milano and Hirschorn come together for the first time at SuperBloom.
Earlier affiliations for Milano include SYCO Entertainment, Sony Pictures and Live Nation. Hirschorn’s prior roosts include PHD Media and Group M.
Milano and Hirschorn bring to SuperBloom their respective experience of what works in entertainment and media (specifically, digital and streaming platforms like YouTube, Hulu, Instagram, Roku). The execs will guide formats and help SuperBloom tell brand stories in a way that resonates with consumers, increases views and engagement, and drives brand success.
Milano said of working with Hirschorn, “We both start the creative process from a different corner. Gregg has the immense responsibility to make sure we’re always bringing it back to the objectives on the table, and I’m always asking ‘does this move me emotionally in any direction?’ In a lot of ways it’s the same objective. I think what really works though is that we keep each other in check through the entire experience so entertainment, marketing goals and media behaviors align seamlessly.”
Hirschorn contended, “Nobody is thinking about content creation this way. Media insights help our creators make smart and fast decisions around content we already know will work. We explore how people interact with media on a particular platform and we get super specific with the content we create, giving brands the best opportunity to connect with audiences.”
Initial work from the duo at SuperBloom includes a branded content series for Panera dubbed “Behind The Counter.” The six-part branded entertainment series transports the viewer into Panera’s Test Kitchen and serves an intimate, behind the scenes look into the innovation, ingredients and humanity that goes into each recipe.
Milano now reunites with SuperBloom co-founders Briony McCarthy and Tom Dunlap, whom he worked with at Hecho Studios. McCarthy and Dunlap had been president and chief content officer, respectively, at Hecho.