Media agencies are best placed to lead content marketing, argues MEC CEO James Hier
Hier: content marketing is a space we have a competitive advantage in.
The CEO of one Australia’s biggest media agencies, MEC, argues that it is media agencies rather than publishers, PR, creative or specialised content agencies that are best placed to lead the growth of content marketing.
James Hier CEO of MEC, speaking about the Australian launch of its new content marketing offering Wavemaker, argued that the insight and data media agencies have given them a competitive advantage in the space.
“We would also not have gone into this unless we thought we could do it better,” Hier told Mumbrella. “It is because we understand channel, where on the path to purchase they are, format and message.
Examples of your content please?
James could you give me one example of a media agency doing good content marketing now – not what they plan to do. Could be your agency, or another, I’d just love to see an actual example that backs up the claim.
zzzz
Accept your fate media agencies. You can’t do content but worryingly for you everyone else is getting skilled at data.
Any fool can plan and buy, when the big networks decide to fold you back into their creative shops the world will be a better place. That day is coming..
Oh wow, another media/creative/social/pr agency with breaking news that that they, in fact, do something better than an alternative. Riveting!
Show us some actual case studies, please.
Really? Sounds like a press release. I have never heard of a media agency doing good content. How can they when they look at readership as block rather than the rich and valuable niches for each audience.
A lot of things make sense in theory.
Also interested to see a single piece of ‘good content’ produced by a media agency.
Sub-contracting ideas and production to publishers does not a ‘content marketing agency’ make.
If marketers want content she should bypass snake oil like this and go direct to the content makers.
Seems to me you still need a good story, last time I looked media agencies were not brimming with creative talent, and the data you speak off, we can get it also, access to data is not an issue
I think this article should have come out on April 1.
Why do people have to write articles claiming they can do things better than everyone else all the time, especially when it’s outside of what they actually do.
If a media agency has a headline that says “media agencies are best placed to buy media than everyone else” – nobody will bat an eyelid and they shouldn’t.
Nothing alarmingly false is being said here by Hier … the key to success isn’t always ambition but competency and execution. In theory media agencies do have access to a lot of information that gives them a huge advantage … but it’s how this is used and the culture that is facilitated to allow good content to occur.
Content marketing is just garbage written by idiots. When will clients wake up?
Really? Show us one example of good content that MEC have created…
Smacks of a land grab for declining client fees. Would love to see some supporting content to back up the claims
Bwahahahahahaha!
Let me get this right: CEO of media agency says media agencies are better at ‘content marketing’ that the actual people whose job it is to create ‘content marketing’ content in the first place?
Bwahahahahahaha!
Up next: CEO of company which makes take-away coffee cups says his company is better at making coffee than baristas.
and in breaking news….the world is flat.
Didn’t MediaCom win Content Marketing Agency of the year for doing this 3 years ago? Look how well that’s ended. Thought you were smarter than that James!