NEW YORK—Weber Shandwick has created Mediaco, a new content creation and distribution unit built to deliver a comprehensive approach to brand publishing. The new unit combines editorial planning and production, emerging technology and paid media dollars in support of distribution and discovery of content.
Jason Wellcome has been named general manager of the unit and will work closely with Chris Perry, Weber Shandwick’s global head of digital, to guide day-to-day operations as well as development of the practice.
“While it’s clear content has become the hot topic across the marketing and media industry, what’s less understood is how specialized and complex operating a new media model can be, especially one that requires both scale and a sustained approach,” says Wellcome.
The unit will launch globally with more than 100 specialists spanning a range of disciplines including brand planners, editors, user experience designers, writers, SEO experts, media planners, producers and more. The unit is supported by partnerships in the content development and discovery space including Adaptly, Contently, Outbrain and Tongal. These firms will help deliver specialized operating capability as well as access to technology platforms that help production and distribution of content.