One Green Bean takes on production talent as it ramps up branded content push

Alistair FerrierOne Green Bean has hired Alistair Ferrier into the newly created role of head of content production as the independent PR agency looks to step up its capabilities in the space, Mumbrella can reveal.

Ferrier was previously with production company Engine as executive producer, and has also had stints with Mediacom Beyond Advertising and Peer Media Group.

Kat Thomas, executive creative director of One Green Bean, told Mumbrella the agency now had eight people involved in content production, and had recently found their requirements were “expanding significantly” in that area.

“By the end of this year we will have produced more than 600 unique pieces of content for clients like Commonwealth Bank, Virgin Mobile and Nando’s, so it was really time to up our capabilities in that area,” she said.

“We’re seeing clients move away from the traditional campaign first approach and moving more of their budgets into content, and for a while we’ve been competing against non-PR agencies in pitches.”

Ferrier will be taking a lead role on the CommBank, Virgin Mobile and Toyota accounts, and joined the agency full time on Monday.

He said: “I’m thrilled to be joining the Beans, the agency’s reputation for creativity combined with their established commitment to branded content really appeals, I can’t wait to get started”.



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