HONG KONG: Weber Shandwick has launched Mediaco, a content-creation and distribution unit, in the Asia-Pacific region.
The agency introduced the group in North America and Europe earlier this year.
The APAC unit will be based in Hong Kong with satellites in four other Asia-Pacific markets.
Jon Wade, head of digital for APAC at Weber, will lead Mediaco in the region. He will manage the initiative with the help of a global team at the firm that includes global head of Mediaco Jason Wellcome, global digital head Chris Perry, and head of Mediaco for EMEA Fiona Battle.
Meidaco is Weber's response to the growth in demand for global organizations to publish and distribute their own media, as well as testing and refining content practices in support of brand building and reputation protection, the firm said in a statement.
Mediaco has more than 100 specialists around the world across a range of disciplines, including planners, editors, user-experience designers, writers, SEO experts, GCI artists, animators, and producers.
“The reason brand-as-media is an important marketing topic is clear: technology has reprogrammed our media habits,” Perry said in a statement. “In turn, media producers of all kinds, companies included, must reprogram the user experience for discovering and sharing their content.”