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Agencies merge to form new content marketing and public relations offering Attention + Influence

CHE Proximity has created new offering Attention+Influence combining public relations with content marketing by merging its PR Edge agency and its content marketing unit Newsroom.

Mike Doman, managing partner of Attention+Influence and the former head of Newsroom, told Mumbrella: “It’s a mixture of a whole bunch of different people with a bunch of different skill sets, we have PR professionals, journalists, writers, advertising and media specialists and we have a broad spectrum of skills.”

 

Doman said the Clemenger Group owned agency realised both Newsroom and PR Edge “were all coming at things with the same ethos” of audience first thinking and the businesses reached a point where “it made sense” to combine the skills and offerings.

“The content marketing offering within CHE had journalists on staff and we were doing the branded content and branded editorial, we were also looking at influencers and we were looking at social – and PR Edge had the same kind of thing,” Domanr said.

Attention+Influence’s offerings include PR, communications, branded editorial, social, influencer marketing and digital copywriting for CHE Proximity.

“It’s a mixture of a whole bunch of different people with a bunch of different skill sets, we have PR professionals, journalists, writers, advertising and media specialists and we have a broad spectrum of skills.

“We have an amazing ability within CHE Proximity to do really smart data driven, trends driven work. If you look at any brand that’s making an impact in the market today it is pretty obvious that a point of view is just as important as a proof point and with the smarts and the visibility of an entire customer journey that CHE Proximity has, we are able to craft those messages and look at how they integrate within a truly integrated marketing model,” Doman added.

The agency launched Newsroom in 2014 as its content marketing venture with the promise to deliver “targeted content” through a team of journalists

Earlier in June, PR Edge’s managing director Nichola Patterson departed to join Access-dgc as its CEO. Patterson joined PR Edge after her own agency, Propeller PR was acquired by Clemenger Group.

The general manager of PR Edge Simone Pipkorn will be the GM of Attention+Influence, leading a team of 31.

Pipkorn was the GM of PR Edge for over ten years.

Attention+Influence is already working with some of CHE Proximity’s clients including Coles Liquor, Mazda, Carpet Court and AIA.

Clemenger Group is part of the Omnicom network and includes agencies such as CHE Proximity, Clemenger BBDO, Porter Novelli and Speed.

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