by Amanda Mohar
August 21st, 2013

See here for a video introduction to Mediaco

Mediaco, a new content creation and distribution unit of Weber Shandwick designed to deliver a comprehensive approach to brand publishing, has been launched in Asia. This follows the launch of Mediaco in North America and Europe earlier this year.

Building on the agency’s investments in a full-service Studio offer, based in Hong Kong and with satellites in four other APAC markets, Mediaco will be led in the region by Jon Wade, Weber Shandwick’s Asia Pacific head of digital. Wade will drive the initiative with the support of a global Weber Shandwick team that includes Jason Wellcome, global head of Mediaco; Chris Perry, global head of digital, and Fiona Battle, head of Mediaco, EMEA.

Mediaco, which combines first-rate editorial, planning, production and paid media dollars, is Weber Shandwick’s response to the growth in demand from global organisations to publish and distribute their own media, as well as testing and refining new content practices in support of brand building and reputation protection.

“While it’s clear content has become the hot topic across the marketing and media industry, what’s less understood is how specialised and complex operating a new media model can be, especially one that requires both scale and a sustained approach,” said Wellcome. “What Mediaco offers is an end-to-end solution – one not based on theory, but one tested, refined and validated through the many client programmes we’ve developed and executed.”

Weber Shandwick’s prior success creating media operations for clients is based on the firm’s diverse network of specialist talent that have come on board through the establishment of a network of five content production studios in the Asia Pacific region. The Mediaco unit globally has more than 100 specialists spanning a range of disciplines required to deliver a full service content offer, including planners, editors, UX designers, writers, SEO experts, CGI artists, animators and producers.

“The reason brand-as-media is an important marketing topic is clear: technology has reprogrammed our media habits,” said Perry. “In turn, media producers of all kinds, companies included, must reprogramme the user experience for discovering and sharing their content.”

Wade added: “In our region, with its diverse media landscape, from government intervention to fragmented multi-publication regional media, brands taking control of their own news agenda is more important than perhaps anywhere else. Mediaco empowers brands and organisations to break their own news online, using search engines and social media as their syndication channels to reach media, influencers and direct audiences alike.”

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