Breaking and Entering Advertising Podcast

She Could Sell You a Car With a Sneaker.

·31 min·3 clips

Kirsten Atkinson, SVP at Complex Network, reveals how they customize brand partnerships for 11 million Gen Z and millennial followers.

This episode of the Breaking and Entering Advertising Podcast features an interview with Kirsten Atkinson, SVP for Brand Partnerships at Complex Network. The host, Gino Schellenberger, introduces Atkinson and her role at Complex, which has 11 million Instagram followers and focuses on youth culture. Atkinson discusses how Complex customizes brand partnerships rather than using generic logo placements. She provides a detailed example of a hypothetical campaign for Toyota, integrating it into Complex's 'Sneaker Shopping' show with a custom Adidas sneaker and commerce drop. Atkinson explains that Complex reaches about 107 million people monthly and emphasizes building long-term relationships with brands through evolving campaigns. She describes her career path, starting with a mass media arts degree and a pivot into media planning at Starcom Leo Burnett after unsuccessful PR job searches. Atkinson worked at agencies like Mindshare, Deutsch, and OMD on brands such as P&G, Miller Lite, and Lexus, including a Black Panther film integration. She transitioned to sales at NBC Universal before joining Complex. The conversation covers how Complex monetizes content through media buys and experiential activations, like their Family Style food festival. Atkinson highlights the importance of understanding youth culture and being consultative for brands. She mentions Complex's internship program and recent ownership changes, with NTWRK buying Complex from BuzzFeed in 2024 and founder Marc Ecko returning. The episode concludes with advice on breaking into advertising and the excitement around Complex's current growth.

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