Weber Shandwick Launches Mediaco

NEW YORK, March 27, 2013 /PRNewswire/ -- Weber Shandwick has announced the creation of Mediaco, a new content creation and distribution unit built to deliver a comprehensive approach to brand publishing.

Mediaco combines first-rate editorial planning and production, emerging technology and paid media dollars in support of distribution and discovery of content. Jason Wellcome has been named general manager of the unit. He will work closely with Chris Perry, Weber Shandwick's global head of digital, to guide day-to-day operations as well as practice development.

The Mediaco launch was preceded by Weber Shandwick's focus, over the past few years, on the change management consulting necessary for global organizations to produce media and distribute media as well as testing and refining new content practices in support of brand building and reputation protection. More about the work behind Mediaco can we found at http://mediaco.webershandwick.com.

"While it's clear content has become the hot topic across the marketing and media industry, what's less understood is how specialized and complex operating a new media model can be, especially one that requires both scale and a sustained approach," said Wellcome. "What Mediaco offers is an end-to-end solution – one not based on theory, but one tested, refined and validated through the many client programs we've developed and executed."

The firm's success creating media operations for clients is based on the firm's diverse network of talent as well as forging relationships with bleeding-edge content partners. The unit will launch globally with 100+ specialists spanning a range of disciplines required to deliver a full service content offer including: brand planners, editors, user experience designers, writers, SEO experts, media planners, producers and more. The unit is supported through a new technology collaborative that includes best-in-class players in the content development and discovery space including Adaptly, Contently, Outbrain and Tongal. These firms are partnering with Mediaco to deliver specialized operating capability as well as access to technology platforms that help production and distribution of content.

"The reason brand-as-media is an important marketing topic is clear: Technology has reprogrammed our media habits. In turn, media producers of all kinds, companies included, must reprogram the user experience for discovering and sharing their content," said Chris Perry, global head of digital at Weber Shandwick. "It's no easy task, but clear roadmaps exist, as well as amazing partner networks to tap and to build on."

About Weber Shandwick Digital
Weber Shandwick's Digital practice has received numerous industry awards and was named a "Top 4 Employer for Social Media Professionals" by Mashable. It remains at the forefront of innovation through its proprietary methodologies and applications. The firm launched its social crisis simulator, FireBell, an award-winning, proprietary application that allows clients to participate in real-time online crisis simulation drills in a secure, off the-internet environment. It also introduced Content Fusion, an approach that defines an organization's own unique storytelling ecosystem by identifying stories that can best be told in each respective format and driving the stories through an ecosystem of traditional, digital, social media and company-owned channels.

About Weber Shandwick
Weber Shandwick is a leading global public relations firm with offices in 81 countries around the world. The firm has won numerous awards for innovative approaches and creative campaigns including being named both The Holmes Report's 2012 Global Agency of the Year and the "Most Creative PR Firm in the World," based on the agency's first-place finish in its "Creative Index," as well as PR News' 2012 Digital PR Firm of the Year. Major practice areas include consumer marketing, healthcare, technology, public affairs, financial services, corporate and crisis management. The firm has deep, award-winning expertise in social media and digital marketing that helps drive engagement. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit http://www.webershandwick.com.

SOURCE Weber Shandwick