The Agency Role in Brand Content

“In Content Era, What’s the Role of Agencies?” examined those issues. Alexander Jutkowitz, managing partner of Group SJR, contended many agencies just can’t keep up with content strategy on a daily basis. Agencies were created for one-hit advertisement campaigns, not ongoing media sites.

As you can imagine, that didn’t sit well with several agency folks. Craig Waller, president at Pace Communications, contends that “there exists a small breed of agencies that understand content and specialize in creating and managing content for brands.” Still he allows, big agencies complicate the matter by trying to “purport to be experts in field and content.”

Not so, according to Andrew Boer, the president of Movable Media: “Just as there was a media buying function in advertising, agencies will play the same role with paid content amplification, and likely do a better job as choices begin to expand beyond Outbrain and Facebook sponsored posts.”

Tom Buday, head of marketing and consumer communication at Nestle, puts forth the idea that ads are content, so the distinctions are meaningless.

NOW brands are making content? Sorry, ads ARE content #falsedistinctiondigiday.com/brands/in-cont…

— tombuday (@tombuday) May 9, 2013

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