Pacific Magazines launches in-house content agency
Pacific Magazines has launched an in-house branded content and marketing agency, led by former Saatchi & Saatchi Sydney boss, Simone Bartley.
Known as Eve, the new agency is part of Pacific Magazines’ wider plans to provide a full service offering to clients. It will be available to the wider client base of Seven West Media, should it be required.
The team (L-R): Rebecca Alexander-Head, Malcolm Miller, Simone Bartley and Andrew Cameron
Bartley, who in 2014 launched her own agency, Together Co, will be joined by Emotive’s creative director, Andrew Cameron. Cameron spent almost three years at Emotive, and previously worked at agencies including Now We Collide, Antonym, as well as Foxtel and Fox Sports.
The agency will also use head of insights and strategy, Rebecca Alexander-Head, and cultural insights manager, Malcolm Miller, to help deliver business results. According to numbers provided by Nielsen, Seven West Media has an audience of 15.1m. The new agency will use this scale to deliver stories and amplify content.
Bartley said the brand’s mission was to “grow brands at the speed of culture”.
“This will be achieved through the simple and powerful formula of data and insights and ideas, all delivered at scale,” Bartley said.
“The line has blurred between brands, agencies and media owners as the demand for content for brands surges. We saw the opportunity to lead with a true marketing-based, audience and branded content offering that ranges from consulting to campaign level solutions,” she added.
Cameron said the new team understood the importance of using insights to create relevant advertising.
Gereurd Roberts, CEO of Pacific Magazines, said Eve had a clear point of difference.
“While there are publishers that have in-house content solutions, creative is often an add-on to the media buy,” Roberts said. “We believe there is a bigger need and opportunity for a premium content and marketing offering that brings together strategy, ideas and marketing capability with audience intel and content DNA.”
Don’t they already have one called Pacific+ and that outfit called Red or something?
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Curious to see how this offering plays out. I wonder what kind of clients will use this service ? Surely national advertisers demand independence of strategy and marketing capability. Will Eve make recommendations to use non-Seven West owned properties.
Is Eve a profit centre ? Ie are they competing with other strategy agencies ? Or is this just value added service to big advertisers of SWM. Will be curious to see how the numbers/ business model works.
I’m a skeptic, but good luck ! Hope I’m wrong.
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Pacific Innovations ( Pac Mags in-house content agency ) made and influenced a few dollars back in the day, can’t see why it wouldn’t work again with the right team.
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