One Two Four becomes The Moment to bridge the gap between storytelling and strategy
Content marketing agency One Two Four has rebranded to become The Moment to stand apart from its peers with the promise of helping brands understand content from the perspective of the entire end-to-end customer journey.
The refreshed agency aims consist of more than 120 members spanning offices in London, Plymouth, Philadelphia, Manchester, Southampton and Abu Dhabi. Backed by private equity firm LDC, The Moment hopes to establish a global content business eyeing further international growth in 2016.
The strategy is led by the recent appointments of chief strategy officer Sandra Peat, and group development director Matthew Robinson as well several other hires. The team will work with advertisers to understand and integrate distribution channels right from the outset of campaigns, including it as part of the creative briefing and process. Clients will be promised content strategies built on strong ties to media partners that are geared to meet the brand and business needs.
These efforts are backed by The Moment’s centre of excellence in Southampton that is using digital learning and technology to educate its staff. Elsewhere, the agency’s team will also employ the Accelerator Test, a research tool that marries behavioural data with audience insight to gauge the impact of content of band associations and attitudes that stimulate real behaviour.
Other agencies claim similar offerings but The Moment believes its own mix behavioural data with audience research is a powerful combination that provides real insight into why content works.
“Planning content to move audiences along the Customer journey to purchase (and beyond) is central to our work,” said Mark Hawkins, chief executive of The Moment. For every new client, the agency does an audit to understand how their current content is meeting their audience needs as they move along their journey. This helps us to understand the broader content play for a brand - to identify where content is working and where there are gaps.
“We build our content strategies off the Audience Journey, which we believe is the most effective foundation for a plan. Journeys should be based on audience insight, ensuring that any content solutions are based on solving a real audience need. It also contextualises content solutions within the journey to purchase, providing a clear criteria for measuring the success of content.”
The launch of The Moment comes amid a growing tide of advertisers searching for alternative content strategies. Marketers acknowledge the importance of a robust content plan but are not yet skilled enough to do build one themselves, which has made them increasingly willing to look outward for advice. In March, Mondelez announced that it would sign a deal later in the year with media platform Zefr that would make it better at crafting content that not only sells its products but also makes money.