EAST RUTHERFORD, NJ: Tech journalist Larry Barrett has joined MWW Group's San Francisco office as a senior director and first member of the agency's new content creation team, a "think tank" devoted to creating thought-leadership platforms for clients.
"The content creation team will be charged with creating those platforms and then the vehicles to execute thought leadership across a variety of media outlets," said Michael Kempner, president and CEO of MWW Group.
Barrett, a former senior writer for Baseline Magazine and writer for CNET Networks, will oversee a range of activities designed to help companies and their executives improve their reputation as conceptual leaders, including speeches, Op-Eds, white papers, blog entries, and more.
"The issue in our business is that so many of us are so busy actually executing and working with clients and working with staff all day long that people have very little time to sit and truly think and ...stay on top of trends," Kempner said.
He added that Barrett, along with future members of the content creation team, will be able to dedicate their full attention to identifying trends in pop culture, technology, business, marketing, and other key industries to position clients – and the agency itself – as leaders in their respective fields.
"I think it was just an ideal opportunity to, in essence, continue doing the same thing I've been doing for my entire career," Barrett said. "Essentially I am a journalist working for clients and MWW."
Kempner noted that the agency plans to add members to the content creation team, to work out of the London and New York offices, in the very near future. He added that the agency would look for journalists, industry analysts, and academics, rather than typical PR professionals.
Barrett is already working on a number of MWW's high-profile clients, including Sun Microsystems and Deloitte.