Chime chief sees growth in content production and distribution

Chime Communications' PR and sports marketing agencies are seeing double-digit growth in revenues from content production, according to group CEO Chris Satterthwaite.

Music star Features in Invictus Games promo film
Music star Features in Invictus Games promo film

"Advertising-standard content is becoming the norm in PR," Satterthwaite claimed, adding that this was benefiting Chime businesses such as Good Relations and Fast Track, which were also being paid to seed and distribute such content.

He pointed to a film, produced by Good Relations to promote the forthcoming Invictus Games for injured soldiers, featuring celebrities reciting the poem ‘Invictus’.

"Historically PR has been more a distribution business than a content business while advertising has been more a content business than a distribution business, but that’s changing," said Satterthwaite, whose group includes ad agency VCCP.

He linked the boom in content production to the growth in the popularity of mobile devices among consumers.

Their spread was also his reason for rejecting the suggestion that the 2014 World Cup, which involved 29 projects for Chime’s sports and entertainment division, could mark a high watermark for the use of social media in marketing around sporting events, as explored in PRWeek’s recent feature.

"The next Olympics will be even bigger than the World Cup," he claimed. "Social media have to grow around sport because the audience will grow, due to the spread of mobile devices and live content streamed to those devices."

Satterthwaite was speaking to PRWeek following the publication of Chime’s financial results for the first six months of 2014.

While the results showed strong overall growth, operating profits at Good Relations Group fell by a third, in large part due to cuts in client spend with its InEvidence b2b customer recommendations business.

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