“Innovation” and “Engagement”: Experiments with What Industry Buzzwords Can Mean in Practice

CMS/W alum Sam Ford (S.M., CMS, ’07) has spent most of the last decade exploring points of connection and contention between the media and marketing industries and media studies. Starting last year, that work has taken him to Univision’s Fusion Media Group (a portfolio of media companies which includes Fusion, Univision Digital, Univision Music, The Root, Flama, The Onion, A.V. Club, Clickhole, Starwipe, and El Rey), leading a team that has been building the conglomerate’s approach to experimentation outside of the company’s core day-to-day operations. In this colloquium, Sam is joined by his colleague Federico Rodriguez Tarditi to discuss what they have learned thus far from Fusion Media Group’s experiments with exploring new ways of telling stories, new approaches to building relationships with key publics important to our portfolio, new ways of working internally, and new types of roles/positions in the company. They also talk about what they have learned while working with internal teams, academic groups, non-profits, other companies, startups, foundations, and other groups and the challenges of measuring success for experimentation that often exist outside day-to-day media company operations…and some of which may speak more to the company’s larger mission than direct paths to profitability. Sam Ford is a Vice President at Fusion and Head of Fusion Media Group’s Center for Innovation and Engagement. Federico Rodriguez Tarditi serves as Project Manager for the Center for Innovation and Engagement.