HONG KONG—Weber Shandwick has announced the launch of content creation unit Mediaco in Asia-Pacific.
The development follows the launch of Mediaco in North America and Europe earlier this year, under the leadership of Jason Wellcome, global head of Mediaco; Chris Perry, global head of digital, and Fiona Battle, head of Mediaco, EMEA.
In Asia-Pacific, Mediaco is led by Asia-Pacific digital head Jon Wade. The unit will build on the CMG digital studio that is led by Weber Shandwick, based in Hong Kong and with satellites in four other Asia-Pacific markets
The Mediaco business combines editorial, planning, production and paid media dollars in support of distribution and discovery of content, marking Weber Shandwick’s response to the growth in demand for content marketing solutions.
“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,” 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 programs we’ve developed and executed.”
“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 here than perhaps anywhere else on earth," added Wade. "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.”