Slingshot launches content and creative arm, helmed by ex-Are Media GM Jane Waterhouse
Independent media agency Slingshot has launched onesmoothstone, expanding into the content and creative realm. The team is led by former Are Media executive Jane Waterhouse.
Using data from the media strategy, onesmoothstone extends Slingshot’s client offering to include media creative, social and content strategy and creation. The new team will also work with media platforms to deliver relevant contextual solutions.
Jane Waterhouse
Waterhouse will lead onesmoothstone as its general manager, joining from her role of more than six years as the general manager of Are Media.
Waterhouse said that expanding into creative and content will equip the agency with more competitive offerings.
“No one would argue the strength of Slingshot’s media strategy credentials. Working with them from the media owner and publisher side, I have seen first-hand how brilliant the team is at making their clients distinctive in media. The opportunity that clearly exists is to build on that terrific media thinking by adding a layer of unobvious media creativity to truly be memorable in the market.
“As the demand continues to grow, ultimately it is the creative and content driven media activations that will offer the greatest advantage. My experience as a creative leader of integrated branded content studios within media owners means I am perfectly suited to help get the very best out of our media owner partners. And, to generate unexpected content-driven-media ideas with deep audience insights that drive results.”
Simon Rutherford
Slingshot CEO and partner, Simon Rutherford, added: “We are experts at putting the right message in the right place or context, at the right time. Jane and her team will add new flair and creativity to that process. We have worked with Jane in the past and developed award winning work together in her time as a publisher, it’s super exciting that she is now working alongside us in the agency.”
She will be supported by social director Erienne Lette – formerly the senior social and content manager at Atomic 212 who’s held journalism and content roles at media companies including Seven West Media and News Corp.
Additional appointments to the team will be announced shortly.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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