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Posts Tagged ‘Mediaco’

Digital Agency Trends Are Way Ahead of Us

In case you missed it, last week we posted a series of stories on the new transition toward a PR business model with a far heavier focus on digital branding and content creation services.

First Weber Shandwick EVP Jason Wellcome discussed the firm’s decision to formally create and publicize a new digital content unit called Mediaco after nearly a decade of providing more explicitly content-focused services for clients. Then Edelman PR content strategist Steve Rubel told us about his firm’s plan to address clients’ changing demands by simply doing more of what they’ve been doing for years — integrating new creatives into the larger Edelman team rather than launching and promoting a new entity.

Their observations seemed to support our conclusion that the classic “Is it PR, marketing or advertising?” debate would only grow more intense in the months and years to come. We found this all quite fascinating, but some people who’ve worked in the industry longer than we have let us know that these revelations were not really news at all with a collective “meh.”

A new study completed by Second Wind, provider of resources across the interlocking communications disciplines, tells us that they are (of course) correct.

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Edelman’s Content Strategist Explains the New ‘Content Marketing’ Model

Steve RubelThis week we posted on Weber Shandwick‘s decision to publicize its new content-creation wing, Mediaco, and what that means for the future of PR. This morning we had the opportunity to speak with Steve Rubel, chief content strategist at Edelman PR, to go over how his firm is addressing this newest chapter in the ongoing “PR vs. marketing vs. advertising” debate.

How does the Weber Shandwick announcement relate to recent “creative” moves by Edelman?

There’s a lot of hype in the never-ending hunt for shiny objects in marketing, but the bigger picture here is that the economics of the industry have changed – demand side platforms (ad exchanges) have made advertising more efficient, which caused the price of CPM (cost per impression) and ads themselves to plummet. This is good for the industry but bad for publishers, because media outlets squeezed by tech developments can’t make the leap to other revenue streams like subscription, video, etc.

This has led to a greater willingness to open their platforms to branded/sponsored content, thereby empowering marketers to make good on their longtime desire tell their stories their own way on some of world’s largest websites (Ed. note: see The Washington Post). That is the big change here.

Some people say this is all old news. How do you respond to that point?

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Weber Shandwick EVP Talks Content Creation and the New PR Model

Yesterday we posted on Weber Shandwick‘s new unit Mediaco, which will focus on creating and distributing content for clients. Today we had the chance to talk to Jason Wellcome, the Weber digital EVP who will run the new unit, on exactly what his teams do — and what this development means for the PR industry.

Here’s the firm’s promo video:

In our conversation, Wellcome gave us a little more detail on the strategy and its implications:

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