Weber Shandwick Launches Mediaco
- New unit brings content marketing, newsroom orientation to brand-building;
launches with 100+ specialists, leading-edge partners -
NEW YORK, March 27, 2013
NEW YORK, March 27, 2013 /PRNewswire/ --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
"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 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 ofall
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."
About Weber Shandwick Digital
Weber Shandwick's Digital practice has received numerous industry awards and
was named a "Top 4 Employer for Social Media Professionals" by Mashable. It
remains at the forefront of innovation through its proprietary methodologies
and applications. The firm launched its social crisis simulator, FireBell, an
award-winning, proprietary application that allows clients to participate in
real-time online crisis simulation drills in a secure, off the-internet
environment. It also introduced Content Fusion, an approach that defines an
organization's own unique storytelling ecosystem by identifying stories that
can best be told in each respective format and driving the stories through an
ecosystem of traditional, digital, social media and company-owned channels.
About Weber Shandwick
Weber Shandwick is a leading global public relations firm with offices in 81
countries around the world. The firm has won numerous awards for innovative
approaches and creative campaigns including being named both The Holmes
Report's 2012 Global Agency of the Year and the "Most Creative PR Firm in the
World," based on the agency's first-place finish in its "Creative Index," as
well as PR News' 2012 Digital PR Firm of the Year. Major practice areas
include consumer marketing, healthcare, technology, public affairs, financial
services, corporate and crisis management. The firm has deep, award-winning
expertise in social media and digital marketing that helps drive engagement.
Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more
information, visit http://www.webershandwick.com.
Contact: Jennifer Norton
Company: Weber Shandwick
SOURCE Weber Shandwick
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