The power of culturally relevant stories for successful advertising | Perspectives with Rebecca Preuss (WeTransfer & WePresent)
Perspectives with Rebecca Preuss
Global Content Partnerships Sales Manager at WeTransfer & WePresent
How do we tell more culturally relevant stories? Look no further than Rebecca Preuss. As Global Content Partnerships Sales Manager for WeTransfer and WePresent, she is the creative force behind some of the platform’s most exciting collaborations, connecting extraordinary talent with prominent brands to create truly groundbreaking content. What makes Rebecca stand out from amongst other content creators in her field, is her deep, vocal commitment to diversity and inclusion.
“We’re very conscious of how important it is to have diversity and inclusion, not just in front of the camera, (but) also behind the camera. When we work with talent, film crews and production agencies, we have to make sure it’s representative. We have to make sure that we’re being authentic to the stories that we’re telling”
Purpose-driven storytelling is a constant theme throughout Rebecca’s career. While working as Managing Editor for MTV back in her home country of Australia, she was one of the masterminds behind a guerilla blackout campaign in support of same-sex marriage. Currently, as part of WeTransfer, she works with a team to build the branded content offering, opening an avenue for brands across a range of verticals to reach a global creative audience in an authentic way that’s rooted in storytelling. WePresent, who’s latest guest curator Marina Abramović was commissioned to shine a light on emerging artists, also provides platforms for brilliant, up-and-coming creators. These artists have the opportunity to share their vision, have their voices be heard and work with brands in ways they might not have been able to in the past.
“Who’s got the best story to tell? It doesn’t matter how many followers they have. These smaller, nano influencers are the ones that are actually influential.”
With many more projects underway and WeTransfer’s new-found B-Corp status, there couldn’t be a more exciting time to hear Rebecca’s accounts from the frontlines of the creative industry. We talk about her international media background, memorable campaigns, her passion for mental health awareness and the importance of corporate responsibility.
“Content should always be much more substantial than just fluff and pretty pictures. I think people are generally interesting (...) and they’ve got really, really great stories to tell.”
Throughout her career, Rebecca Preuss has been setting the stage for others to tell their stories.
Today, we pass her the mic. Join us for this inspiring conversation!