When it comes to content marketing, Wunderman UK is all in.
According to Campaign, the agency that invented the 1-800 toll-free number for businesses is now organizing its storytelling talent for better visibility, and profitability.
Wunderman’s new content studio will consist of 25 content strategists, editors, writers, creatives and analysts. The move is part of a wider restructure of the agency, which will focus on four key areas: digital transformation, integrated brand and campaign marketing, CRM loyalty and customer engagement, and content marketing.
“Through this transformation our agency will be able to offer our clients a range of content solutions, from delivering ‘always on’ social content to long-form, medium and heavy episodic content that may well live beyond social, such as publications,” said Richard Dunn, the chief strategy officer at Wunderman UK.
I know there are content doubters inside and outside of advertising. They worry me not. Content marketing is a chance for brands to provide something of value to prospects and customers. Ergo, the opportunity is not going away, nor should it.
Dunn mentions that publications will be created in the Wunderman content wing. I am glad he said that. Why should Red Bull have all the fun? Dozens more Red Bulletins are waiting to be born at enterprising lifestyle and B2B brands.
Dunn also said two of my favorite words: episodic content. Hook ’em on the content and bring ’em back (to the site or store) again and again. Make a Days of Our Lives for the digital age. The original soap operas peddled soap. A thousand more products or services can now be effectively marketed via episodic content that ladders back to the brand and keeps people in the franchise. It’s an exciting opportunity.
Lastly, Dunn mentions always on social content. Do you see how getting brands to think like media companies fundamentally alters the playing field back home at the agency? Who writes all this always on social content? Who creates the editorial calendars? The copywriters? Or the newly hired social media managers? Who tracks its impact? Who funnels customer requests that come via social?
Media companies are vying for this business, along with agencies and freelancers. Media companies like Meredith argue that they are the most capable party to produce brand-sponsored media. They have a strong case. It is my intent to help make the case for agencies, and to my mind, the agencies with the greatest chance of success are the ones who see the big picture and where content fits best. It’s about connecting around topics bigger than the brand, and developing the brand’s voice and point-of-view in plain view.
