SUNNYVALE, CA: Eastwick said Thursday that it has created a new business unit focused on content marketing.
The group is a “natural addition” to the firm, said CEO Barbara Bates. It will specifically focus not only on developing content, but also optimizing it, and will include search engine marketing and content syndication services.
“We started the new group because we are being requested by clients to support them in this way,” said Bates. “There is a lot of synergy between what we do in our social and digital work, with our influencer relations work, and of course now with content development.”
The group is a part of the three-year plan Eastwick developed this summer with the goal of doubling revenue by the end of 2016. The firm is focusing on three key initiatives: tier-one agency positioning, expansion through products and services, and attracting top talent.
SVP Mark Veverka is leading the group after joining the firm's senior management team on October 28. In the newly created position, he is managing the integration of content into client business with the goal of boosting the impact of written, visual, video, social, and lead-generation content for all Eastwick clients. He will also contribute to agency management and planning.
The number of Veverka's direct reports has not yet been determined. He is reporting to Bates.
“We have never had someone with the specific responsibility for packaging products and services,” Bates said.
Karen Clyne also joined the firm as VP on October 14, reporting to SVP Heather Kernahan. Her responsibilities include client-facing strategic communications, with ten staffers reporting to her.
Eastwick has grown 25% this year, Bates said. To support the expanding business, it is bringing on additional senior staffers.
“This is just an additional hire because of our growth; [Clyne] is not replacing anyone,” she explained. “As we continue to grow, we will continue to bring on specialists in specific areas.”
Clyne joined the firm from Herrick Media, and Veverka was a contributing financial and technology columnist at USA Today. He previously edited and wrote for Barron's, spearheading the magazine's coverage of Silicon Valley, and The Wall Street Journal.
Eastwick is also hiring heads of its digital and analyst relations teams, and it has plans to add 10 staffers to its communications unit next year.
In May, the firm hired Kernahan as SVP, appointed Karen Reynolds as VP, and promoted Erin McCabe to VP. Last month, Eastwick worked on Siemens Enterprise Communications' rebrand, which occurred in mid-October.