In the Money with Amber Kanwar.
Finance video podcast. Bloomberg TV Canada anchor. Full brand and launch build.
The Intro.
Bloomberg TV Canada anchor Amber Kanwar left broadcasting to own her show. The brief was to build a finance video podcast for an audience that already knew what a P/E ratio was. This was not an educational show. It was the kind of analytical conversation that made her famous at Bloomberg, moved to a platform she controlled.
My role: Creative Director. Approximately 80% of the build was mine directly. This project was delivered through Podcast Monkey, where I served as Creative Director.
The audience.
The core listener was an affluent, college-educated investor with real purchasing power and a low tolerance for wasted time. They were not watching to learn. They were watching because they trusted Amber's judgment and wanted the conversation to feel like one they would have.
That dictated everything. The format. The sponsored segment design. The guest criteria. The production.
The build.
Show concept and format, including pilot testing before full launch.
Brand identity and visual system.
Pro Picks, a sponsor-owned branded segment designed to read as editorial before it reads as advertising. A financially literate audience can smell a thin integration immediately. Pro Picks had its own name, its own format logic, and its own visual identity. The sponsor got ownership. The show kept its credibility. Two sponsors were secured pre-launch.
Studio design, including lighting, camera placement, set, branded lower thirds, and full guest infrastructure for in-person and remote formats.
Analytics framework, publishing workflows, and a QA protocol built for internal team handoff.
Complete sales infrastructure, including a media kit and pitch decks for both internal strategy and external advertisers.
The result.
65+ episodes published and still running. Featured in a Globe and Mail profile on the shift from cable business news to independent video podcasting. Delivered in under 10 weeks for a $10,000 package.
