About
The news doesn’t just happen. Someone decides what gets covered.
For 15+ years at CNN, CNBC and Fox News, that was Robért Aouad’s job.
The newsroom years.
At Fox News, he rose from intern to writer and producer alongside Shepard Smith, writing and producing two separate daily national broadcasts and covering two presidential elections and the biggest national stories of the era.
At CNBC, he produced Mad Money with Jim Cramer, booking C-suite leaders from Walgreens, Salesforce, Shell and Stryker and learning firsthand what makes an executive credible on camera and what falls flat. He also created Of the Tape, a recurring franchise profiling the CEOs of high-growth pre-IPO companies like Postmates and Betterment, covering the startup world years before it became his clientele.
At CNN, he rose to executive producer and helped launch two national programs from concept to air, including CNN News Central, a three-hour daily live broadcast with Jim Sciutto, Brianna Keilar and Boris Sanchez. He led editorial teams of 30-plus through breaking news, presidential elections and live television under maximum scrutiny. The work won the News & Documentary Emmy for Outstanding News Analysis in 2019, with an Emmy nomination for Outstanding Live Interview the following year.
Then he switched sides.
Robért founded Cedar in 2024 to put that judgment to work for the people trying to earn coverage instead of granting it. Since then, Cedar has supported an $18.5M raise, told a growth story in print ahead of an acquisition by Quizlet, built full launches in some of the most regulated categories in business, and helped drive a consumer brand to 93% month-over-month growth without a dollar of paid media.
He doesn't just advise from the sidelines, either. Robért is an equity partner in Fluxco, the company behind Flux creatine: an operator with skin in the game, building the same way his clients do.
The instinct is the same one he used in the control room. Find the story worth telling. Strip out everything that isn't. Put it in front of the right audience at the right moment.
The whole newsroom, in one chair.
Most communications people do one thing. Robért spent 15+ years doing all of it, under deadline, on live television. He produces: shows, segments, launches, moments. He writes: scripts, speeches, op-eds, the words leaders get judged by. He books, and knows exactly what makes a producer say yes, because he was the one saying it. He coaches executives for the room, the camera and the hard question, the same way he once prepped them for live television.
The thread through all of it: attention. Earning it, holding it, and pointing it where it needs to go. No matter the platform.
One person. On purpose.
Every Cedar client works directly with Robért. Strategy and execution come from the same chair. That's not a selling point. It's the operating model.
Why Cedar.
The cedar grows slowly, roots deep, and stands for centuries. It has meant strength, resilience and endurance for about as long as people have been telling stories.
Some names are chosen. This one was inherited.
Want the same eye on your story?
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