FleishmanHillard takes wraps off global content marketing group

The Omnicom firm launched FH ContentWorks on Tuesday, bringing together content-marketing groups from around the world.

FleishmanHillard CEO Dave Senay
FleishmanHillard CEO Dave Senay

ST. LOUIS: FleishmanHillard bolstered its content-marketing services on Tuesday, launching FH ContentWorks, which it said will bring together resources from around the world.

The firm is merging Freshwire, a content strategy and creation service operated by Fleishman since its acquisition in late 2012, with its existing content services. The agency has named Freshwire founder and CEO Shawn Amos as chief content innovation officer of the Americas for the new group.

John Estafanous, global head of Fleishman’s digital and social media practice, said content marketing is part of the firm’s DNA, but the time was right to "pull it all together on a global scale."

"Our goal is to create the world’s most effective content marketing agency network and that is both through unifying our existing global content studios and through our agency partners," he explained.

Through FH ContentWorks, brands can work with Fleishman’s content studios in markets around the world such as Beijing, Tokyo, Hong Kong, Singapore, Boston, San Francisco, Los Angeles, London, and New York.

Their services include strategic planning, analytics, amplification, influencer engagement, measurement, and editorial, video, and social production. The agency said ContentWorks will take advantage of global and local news and trends to develop content for clients.

Although Fleishman launched the group at the International Consumer Electronics Show in Las Vegas, Estafanous said the timing was more a "fortuitous" happening than a planned strategy. The firm is managing the social media command center for the Consumer Electronics Association at the trade show for the second straight year, he added.

Estafanous contends that FH ContentWorks will stand out from other content-marketing offerings in the industry because of its global scale and connectivity with studios around the world. He added that the firm can craft data-driven content, measure its efficacy, and amplify it through paid media and influencer outreach.

Other firms have also debuted content-focused offerings in the past two years. In March 2013, Weber Shandwick launched a content creation and distribution unit called Mediaco. Early last year, Weber CEO Andy Polansky said Mediaco was a "big engine from the financial perspective, a game-changer that particularly fueled our success in consumer" in 2013.

Porter Novelli also created a content-creation and brand-publishing service  called PNConnect in July 2013 to help clients tell stories across earned, owned, and paid media.

At the end of 2013, March Communications revealed content marketing, video production, and research and analytics offerings, as well. 

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