Content marketing competition expands as Colloquial and Yaffa Custom Content launch
Shipley and Khodr
Two new content marketing agencies have been launched in Australia today with creative agency J. Walter Thompson and Group SJR collaborating to create Colloquial and Yaffa Media setting up Yaffa Custom Content.
The joint venture between J. Walter Thompson and Group SJR, a division of Hill + Knowlton Strategies, will see Colloquial launched as a unit of J. Walter Thompson, sharing locations and drawing on talent from the wider agency group.
Colloquial, which has launched with staff and projects based in Sydney, Melbourne and Perth, will build publishing environments and editorial teams to produce content that aims to get read and shared.
In Australia the agency will be led by general manager Zeina Khodr, most recently the co-executive producer and content strategist at The Misfits Media Company and The Wrong Hat Group, and content strategy director Ben Shipley, formerly H+K Strategies digital practice lead.
“The Colloquial partnership between SJR and J. Walter Thompson is going to allow us to raise the bar both in terms of the quality and effectiveness of content marketing in Australia,” said Shipley in a statement. “I’m really excited by the chance to deliver a model than can quickly conceive and publish great content that gets read and shared for brands and businesses here.”
Khodr added: “I’ve made a career out of rising to big challenges in the evolving world of publishing. Brand publishing is the next big frontier. It’s increasingly becoming the most important source of traffic generation, audience engagement and customer loyalty. The data proves it and I look forward to convincing Australian marketers to put their audience first.”
Porter
Meanwhile Yaffa Media, publisher of AdNews, has launched its new content marketing division Yaffa Custom Content, headed up by former AdNews editor, and current M&C Saatchi communications director, Matt Porter.
The division will operate across all 28 of the publisher’s consumer and business-to-business titles and, according to the Yaffa Media website, can create content “for the full range of off and online mediums, including video, created for not only Yaffa Media’s brands, but any third-party media channel”.
“There’s a good appetite in the marketplace to come up with these content marketing solutions,” Porter told Mumbrella.
“It’s the way media is evolving these days, there’s lot of different platforms to engage audiences. It’s exciting to be at the forefront with that for a very well established and well-regarded media company.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
Linkedin
stop the press! ANOTHER content marketing agency!!
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Has anyone in any of those ventures got any publishing experience? (And, no, trade press doesn’t count)
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‘Content Marketing’ aka: Advertorials
I wonder if any new hires specialise in infographics…?
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