NEW YORK, March 27, 2013– Weber Shandwick has announced the creation of Mediaco, a new content creation and distribution unit built to deliver a comprehensive approach to brand publishing.
Mediaco combines first-rate editorial planning and production, emerging technology and paid media dollars in support of distribution and discovery of content. Jason Wellcome has been named general manager of the unit. He will work closely with Chris Perry, Weber Shandwick’s global head of digital, to guide day-to-day operations as well as practice development.
The Mediaco launch was preceded by Weber Shandwick’s focus, over the past few years, on the change management consulting necessary for global organizations to produce media and distribute media as well as testing and refining new content practices in support of brand building and reputation protection. More about the work behind Mediaco can we found at mediaco.webershandwick.com.
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. 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.
Executive VP and head of Mediaco at Weber Shandwick
The firm’s success creating media operations for clients is based on the firm’s diverse network of talent as well as forging relationships with bleeding-edge content partners. The unit will launch globally with 100+ specialists spanning a range of disciplines required to deliver a full service content offer including: brand planners, editors, user experience designers, writers, SEO experts, media planners, producers and more. The unit is supported through a new technology collaborative that includes best-in-class players in the content development and discovery space including Adaptly, Contently, Outbrain and Tongal. These firms are partnering with Mediaco to deliver specialized operating capability as well as access to technology platforms that help production and distribution of content.
“The reason brand-as-media is an important marketing topic is clear: Technology has reprogrammed our media habits. In turn, media producers of all kinds, companies included, must reprogram the user experience for discovering and sharing their content,” said Chris Perry, global head of digital at Weber Shandwick. “It’s no easy task, but clear roadmaps exist, as well as amazing partner networks to tap and to build on.”