'Content is king' is marketing speak at its worst. But if you look behind it, I see the real opportunity lying with PR operators. PR practitioners gain access to parts of organisations other marketing disciplines can't reach, such as the boardroom.
PR has been delivering editorially driven, creative content for years, but the game changer will be actually owning the content and then 'selling' it.
Steve Martin, chief executive officer, M&C Saatchi Sport & Entertainment.