As they look to ramp up their digital offering, Weber Shandwick announced it is getting into the content marketing game with their new division called MediaCo. MediaCo will offer content creation and distribution for brands looking at content marketing and native advertising as solutions to engage with their audiences.
The new unit will be headed up by Jason Wellcome as General Manager in the US, but will also extend its service to Canada. According to Jason, “While it’s clear content has become the hot topic across the marketing and media industry, what’s less understood is how specialized and complex operating a new media model can be, especially one that requires both scale and a sustained approach,” said Wellcome. “What Mediaco offers is an end-to-end solution – one not based on theory, but one tested, refined and validated through the many client programs we’ve developed and executed.”
The Mediaco will offer a combination of editorial planning and production, emerging technology and paid media dollars in support of distribution and discovery of content. Smart move on the part of Weber Shandwick, especially as they look to take on other firms such as Edelman who hired Cassel Kroll earlier this year as Vice President of Media Strategy to look after the firm’s Paid Media efforts.
Trix are for kids, in the new world of public relations agencies who survive will have to bring more value to their clients, and content marketing has quickly become one of the methods that will separate those who can from those who simply wish they can help brands communicate their message.