News sets up brand funded content agency
November 30 2010, 12:51 pm | | 7 Comments
Lara Sinclair from the Australian reports that News Limited is setting up a cross-media branded content agency in February that will be headed by former group director of marketing Joe Talcott.
Talcott, who is currently the only employee of the as-yet unnamed division, said the agency would develop creative ideas, editorial concepts and advertising elements spanning a range of media channels, and would pitch them to advertisers.
Talcott will be replaced as group marketing director by former chief of content and commercial for News Digital Media, Ed Smith.
7 Comments
Hilarious. Announcing the creation of a branded content agency without writers, creative directors, or creatives of any type for that matter, and a marketing executive as they’re only employee.
Rupert’s world, to be sure. What’s up is down.
Is it called Limited Creative?
Sweet. That is so sweet.
Hey isn’t that “Joey” from Joey and the Talcotts?
Funny they need a special division for this. Most things you read in the paper feel brand funded. However we agency folk are naive to think we can drive branded ent.
An absolute joke. Ask APN News and Media how their $15M experiment with this model worked even with good creatives.
Newspaper execs only care about advertising yield via features, small advertisiers that can’t afford agencies and lifting big ad campaigns out of media buying groups that kick back advantage to them.
This is more than a joke, it’s a septic driven calamity.
Perhaps he’ll be able to illustrate what this means by showing potential clients the remarkable range of marketing successes created for the News mastheads under his tenure.