Lighthouse Communications Group launches Brightpoint Digital

Lighthouse Communications Group has launched a sister agency Brightpoint Digital.

The announcement:

Lighthouse Communications Group, today announced the launch of its new sister agency Brightpoint Digital to help organisations enhance their digital presence using “Share More” principles.

Brightpoint Digital, headed up by strategist Daniel Young, provides a complete digital offering – including strategy development, digital marketing, content creation and social media management and monitoring – underpinned by the agency’s unique insights into the psychology of sharing.

Founder and Managing Director of Lighthouse Communications Group, Peter Laidlaw, said the continued fragmentation of the media landscape and demand for digital services drove the creation of Brightpoint Digital.

“In speaking with clients, we identified a clear need for a digital agency to provide holistic communications across all online activity to help them achieve their business objectives.”

“Brightpoint Digital will be supported by Lighthouse’s team of skilled communicators to support the business growth, coupled with some of the best partners in specialty areas including web development, design and social analytics,” Mr Laidlaw said.

Mr Young, who joined from eBay Inc. and was also responsible for establishing Burson-Marsteller Australia’s digital offshoot, Encoder PR, said the ‘Share More’ ethos shaped the new agency’s approach.

“With ‘Share More’, we are helping clients by using sharing as a framework for planning – it’s about knowing what you need to share as a brand and understanding the attributes that lead to social sharing.”

“But creating great content is just one piece of the puzzle. The related task is to enable discovery by integrating your owned, earned and paid media. By making great content discoverable you maximise the potential uplift from sharing.”

“We’re responding to the demand for an integrated view of marketing and communications. In this way, ‘Share More’ has internal relevance within marketing teams that have become fragmented by discipline.”

The consultancy has already been appointed to manage digital projects for a number of Lighthouse clients, including Beaumont Tiles, Ecoline and oOh! Media, and is also working with eBay and Hospitals IP.

Brightpoint Digital will work with clients to create great branded content and provide strategies that drive its discovery online.

Mr Laidlaw said the two agencies would combine to offer clients an integrated approach to connect messaging and campaigns across traditional, digital and social media.

“We cast our net wide to find the right person to drive an agency that shared Lighthouse’s values, principles and commitment to results and are excited to have appointed Daniel whose expertise spans owned, earned and paid digital platforms,” said Mr Laidlaw.

“Daniel not only shares our view that solid insights should act as the foundation stone of any strategy, but also brings creative thinking into how businesses can optimise customer touch points and share more effectively.”

Source: Lighthouse Communications Group press release.


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