Letters of the Week: Agencies will need expert help to deliver multi-platform content

I found Danny Rogers' opinion piece ('Content divides the haves and have-nots', Opinion, 27 May) very interesting.

We've been pushing 'clients as media owners' for some time, in particular the shift from bought media to owned and earned media. Content is becoming king, and there are many agency disciplines that recognise this and are trying to break into the content space.

PR agencies certainly play a part, but to be truly effective, they need to work out the best way to deliver for clients, and partner with agencies to deliver effective multi-platform content.

Sean King, CEO, Seven.

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