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PR agency Keep Left launches content and digital marketing arm

Independent PR agency Keep Left has expanded its business, launching a content product and digital marketing arm as the agency shifts into a data-driven approach to storytelling.

keep left

Keep Left CEO Caroline Catterall told Mumbrella the agency’s offering expansion is a response to the changes in how storytelling can be done.

“It is very much in response to changes we’re seeing in storytelling and the need to tell stories with words, design and video,” she said.

“We really do want to be able to work with clients from concepting and developing the story all the way through to evaluation. A big part for us is being able to measure with metrics and numbers and not just in sentiment, the digital marketing side of things really helps us there as well.”

Caroline

Keep Left is more than just an earned-media agency “but it isn’t an ad agency” said Catterall

Catterall explained the agency’s vision is to help its clients better “appreciate communications by not sticking to the old way that PR has been done”.

“We think there is a better way. Storytelling has changed and so has the way we tell those stories. Stories are how we connect as humans. They stimulate the primitive part of our brains that determine who we trust, how we feel and the decision we make. But the rules of engagement have changed,” she said.

“We believe the winners will be digitally savvy content creators who understand storytelling and can produce evidence of success. Our strategy is to combine the art and science of storytelling.

“When we are planning and designing campaigns, we’re looking at stuff we always looked at – which is trying to get under the skin of the audience and developing insights but we’re also applying analytics and trying to draw insights from data to determine the best channels and approaches for each client.”

The new division is headed up by former Kiandra IT marketing and communications manager, Matt Krosch, with Andy Day and Thomas Rennie formerly of Naked Communications joining the agency as content producer and art director.

Catterall said the shift into new territory does not mean the agency will be rebranding to an advertising agency.

“We are not a purely earned-media agency anymore, we are doing a lot more across owned assets and we will look at the paid space from the perspective of paid digital or paid social.

“We want to be able to create a great story that connects to an organisation’s brand and be able to build on that story and deliver it out. Whether we deliver that out through PR, earned media or we push it through their owned channels or we give it a boost with paid digital.

“We are looking to collaborate more with advertising agencies. The work we do and the work they do is very complementary.”

Keep Left’s existing client base is already signing on to the new offering with the Australian Society of Orthodontists signing on across the three: PR, content production and digital marketing.

Fonterra, Dairy Australia, St John Ambulance Victoria, VicSuper and Fiji Water are some of the clients to sign on to the PR and content services offering.

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