Engine-owned direct and digital agency Partners Andrews Aldridge has launched a content marketing division spearheaded by former Campaign direct marketing reporter Matt Williams.
According to the agency, the offering will develop rich, meaningful content for all of Partners’ clients, helping them to tell what it describes as “compelling brand stories that people choose to engage with”.
It is certainly bullish about the new offering, adding: “The content will sit effortlessly alongside the agency’s traditional communication campaigns, as well as its suite of products, which includes the recently launched CX Score customer engagement tool.”
Williams started his career at Haymarket Media Group seven years ago as a reporter on Campaign magazine, covering the DM agency sector. By the time he left in 2012, to join the Engine Group, he was Close-Up editor. At Engine he oversaw the group’s content creation and marketing activity.
In his new role as head of creative content at Partners, Williams will also work closely with the agency’s marketing team to drive its own content and PR activity.
Lauren Sudworth is also joining the agency, as a content strategist, moving from independent creative shop Phantom. Prior to that she spent two and a half years at Mindshare, where she oversaw content strategy for clients such as Unilever, Warburtons, Land Rover Jaguar and Kimberly-Clark.
Partners chief executive Martin Nieri said: “The creation and curation of content is becoming more and more important to our clients and we’re seeing a real transition in our own output from marketing communications alone to marketing communications and content in tandem. From the CRM programmes we create to the CX strategies we evolve and optimise, content will be at the heart.”
Williams added: “Content is something of an overused word at the moment, but the truth is that there are huge opportunities for clients to get more out of the channels they operate in. This is a really exciting time for Partners Andrews Aldridge, and the agency’s vast experience in building customer engagement ensures that we can create content that’s relevant, meaningful and makes a genuine impact.”
