ETF Central: Craft & Capital President Chris Sullivan

Chris Sullivan, president of Craft & Capital, joins Bilal Little on ETF Central to discuss how media strategy in the ETF industry has evolved from product-focused messaging to personality-driven storytelling in an increasingly fragmented and digital landscape. Sullivan explains how firms can modernize their communications by integrating earned and owned media, leveraging AI tools, and prioritizing authenticity to better engage both institutional and rapidly growing retail investor audiences.