Content is king — and creatives are king-makers
ViacomCBS is one of the largest media conglomerates in the world, reaching 4.2 billion cumulative TV homes in more than 180 countries. Its brands include CBS, SHOWTIME®, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Pluto TV and Simon & Schuster, among others. And the company knows that, more than ever, the key to staying competitive is content.
With the explosion of online content over the past few decades, consumers expect snackable, on-demand video content and lots of it — across every channel imaginable, from Facebook, Snapchat, Instagram and Twitter to YouTube and TikTok. ViacomCBS has successfully navigated that shift, winning over viewers with compelling news, sports and entertainment wherever people tune in.
That puts a lot of pressure on creative teams, who are expected to produce more high-quality content, faster. That’s where Leopold directs his energy. As a technologist and innovator, he’s good at identifying problems and finding solutions. And his experience as a video editor helps him to understand the challenges creatives face — and why they’re sometimes resistant to change.
“Creatives don’t always have the chance to experiment and explore, so they can get stuck in the status quo — never questioning if there’s a better way,” says Leopold. “We have an opportunity to make their lives easier by changing the way they work and democratising their creative tools.”