The Power of the Three Cs: How Collaboration, Creativity, and Celebration Sparked Ideas at the Cash Camp

When you bring passionate media minds together in one room — especially when that room is in Google's stunning New York headquarters with panoramic views- you spark big thinking and fresh perspectives on revenue strategies.

The recent Branded Content Cash Camp gathered local media executives from across the country for a refreshingly candid summit that broke the mold of typical industry gatherings. The two-day intensive workshop, led by the dynamic duo of Shannon Kinney and Peter Lamb, centered around what can affectionately be known as the "Three Cs": collaboration, creativity and celebration.

Collaboration transformed from buzzword to reality as media leaders opened their playbooks and started sharing ideas together. The room filled with energy as Kinney guided frank discussions about revenue strategies that actually work in today's local markets. Participants huddled around tables mapping out solutions to shared challenges, from pricing structures to production workflows to client management approaches.

What made this gathering different was the remarkable transparency. Media executives shared actual campaign structures and content models — information typically held close to the vest. This collective wisdom proved far more valuable than any lone genius could provide, with participants building on each other's experiences to create new possibilities for their markets.

“Huge thanks to the Local Media Association and Google for making this possible — and to Shannon and Peter for setting the tone for an amazing cohort. Looking forward to the weeks ahead — learning, experimenting, and building better content marketing solutions for our clients,” said Trib Total’s chief revenue officer, Matt Miller, on LinkedIn.

Elio Galo, advertising account executive from URL Media, had a similar response: “Branded content is a powerful tool for publishers supporting local and national businesses in telling their stories while also uplifting original reporting. Big thanks to Julia Campbell, Shannon Kinney, Peter Lamb, and LMA for fostering such a dynamic space for learning and collaboration. Excited to put these insights into action!”

Creativity flowed naturally in Google's colorful, innovation-inspiring space. Minds opened as Google specialists unveiled AI tools and news resources that had participants leaning forward in their seats, imagining new applications for their companies. The afternoon sessions featured demonstrations that brought data to life and showed us new ideas for our newsrooms.

“The Google sessions were incredibly informative and useful.  I actually briefed all of our TAPinto franchisees on my key takeaways because I found what was provided so valuable to all of them,” said Michael M. Shapiro, founder and CEO of TAPinto. 

Creativity continued during the Cash Camp sessions. Kinney and Lamb’s exercises shook up traditional thinking about branded content sales. They both challenged participants to reconsider how they communicate value to clients and structure their offerings. You could practically see the lightbulbs clicking on throughout the room as teams reimagined their pitch strategies and campaign structures.

Celebration wove through every session, acknowledging that this work isn't easy, but it's worth recognizing progress. Kinney emphasized celebrating wins both large and small during her presentation on building sustainable branded content operations. The two-day workshop culminated in a lively collaborative dinner where conversations deepened and connections formed over shared meals and experiences in a setting designed for relationship building.

Participants headed home with notebooks full of actionable ideas, new industry connections, and a renewed enthusiasm for branded content's potential. Sometimes, the best way forward is together — especially when the journey includes good food, great minds and game-changing strategies crafted in an atmosphere that balances serious business goals with genuine camaraderie.

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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by BCP staff.