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Partners Andrews Aldridge launches new content offering

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By Natalie Mortimer | N/A

April 9, 2015 | 2 min read

Partners Andrews Aldridge has launched an in-house content arm to aid the agency to develop rich content for its clients. Engine's Matt Williamshas been hired to head up the division.

Martin Nieri, chief executive of Partners Andrews Aldridge

The new content arm will sit alongside the agency’s traditional communication campaigns and suite of products.

Williams who joins the agency as head of creative content, was previously content editor of Partners’ parent company Engine, where he oversaw the group’s content creation and marketing activity.

In his new role, Williams will also work closely with the Partners marketing team to drive its own content and PR activity.

Commenting on the launch, Williams called content an "overused word at the moment" but said there are huge opportunities for clients to get more out of the channels they operate in.

"This is a really exciting time for Partners Andrews Aldridge, and the agency’s vast experience in building customer engagement ensures that we can create content that’s relevant, meaningful and makes a genuine impact.”

Meanwhile, Lauren Sudworth has been brought on board as a content strategist. She moves from independent creative agency Phantom. She also spent over two years at Mindshare, where she oversaw content strategy for clients such as Unilever, Warburtons, Land Rover Jaguar and Kimberley Clark.

Martin Nieri, the chief executive of Partners Andrews Aldridge added that the agency is seeing a "real transition" in its own output from marketing communications alone to marketing communications and content in tandem.

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