For the past 25 years, the annual TED conference has brought together people from the worlds of technology, entertainment, and design. With a focus on spreading ideas and making change, TED has worked with such names as Bill Gates, Al Gore, Jane Goodall, Philippe Starck, and Bono, to become a world renowned leader in ideas and innovation.
For the past three years, TED has worked with a small group of
marketers to bring their specialized 18-minute TED talks online for free. Last month, they announced they are opening up
their roster of sponsors.
Brands in search of a positive image can't do much better than TED, with its impressively positive brand recognition and audience target (one in five TED.com members is the CEO, owner or principal of their
We caught up with Ronda Carnegie, TED's Global Partnership Director, to discuss the benefits and burdens of TED's good reputation and how a group like TED will factor into the future of creative paid content.