LONDON: Content marketing agency Definition 6 has launched its distribution channel TheNewsMarket in the US with a full rebranding.
Previously, TheNewsMarket, a content hub and distribution channel for brands, organizations, governments, and NGOs for connecting with TV journalists, online media, and bloggers, used the Definition 6 brand. Heretofore, it will go to market as a business unit within the company, rebranded as TheNewsMarket, a Definition 6 company.
TheNewsMarket’s purpose and tagline is now "smart brands share stories."
The rebranding is taking place two years after Definition 6 acquired TheNewsMarket.
"The rebrand is very much about saying that TheNewsMarket is a strategically important part of Definition 6, therefore it needs its own marketing push," said Matthew Thomson, global MD of TheNewsMarket. "We are launching a completely new marketing website to promote TheNewsMarket business, to celebrate content, and to celebrate its distribution to the news media as a way of achieving earned media coverage."
To support the rebranding, David Irish was appointed in February to lead TheNewsMarket’s business development for North America, based in New York. It also hired Analisa Harangozo earlier this year as the unit’s client and media relations manager, based in San Francisco.
The unit has a head office in London, with global offices in Atlanta, New York, San Francisco, Beijing, Munich, and Mumbai. Its "completely global understanding and interest" differentiates the product from competitors, said Thomson.
"There are a lot of players that are strong in the US market, and equally those in the European market, but core to our DNA is an international outlook," he said. "We have staff speaking more than ten languages, from San Francisco to Beijing, we operate 24/7, and we serve journalists at more than 36,000 media organizations in 190 countries around the world."
TheNewsMarket works directly with two markets: brands and the media. Companies, including Lamborghini, Adidas, Google, the State Department, and Alibaba, provide TheNewsMarket with video news releases. It then promotes them on its website, alerting relevant media organizations.
"Journalists can download or embed the content to help support them in their news reporting," said Thomson.
The service feeds the public’s ever-increasing appetite for content, according to Thomson, who said that all brands should be providing content to the press.