King Content opens in Perth

10/11/2015 - 15:19

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International communications agency King Content has opened an office in Perth, to meet what it says is an underserved market and client-driven demand.

King Content opens in Perth
King Content national commercial director Cameron Upshall.

International communications agency King Content has opened an office in Perth, to meet what it says is an underserved market and client-driven demand.

King Content national commercial director Cameron Upshall told Business News the company, which started in Sydney in 2010 and has since expanded into Melbourne, Singapore, London, New York and Hong Kong, had made a strategic decision in picking Perth as its next location.

Mr Upshall said King Content had already secured two unnamed clients from different sectors that approached the agency seeking content marketing services, a relatively new communication strategy that does not rely on overt calls to action like advertising.

“As opposed to advertising, where you’re pushing a product message or a product service and you’re interrupting someone’s day with that advertising message, content marketing is about delivering digital content to them that adds value to their day in some way, shape or form,” he said.

“It could be entertainment, it could be educational, it could be informative. Obviously with the same objective as advertising, but a quite different approach.”

Mr Upshall said Perth had some sophisticated and progressive brands he believed were being underserviced by the current field of Perth agencies.

He said he expected the Perth branch to mirror growth at its Melbourne office, which in two years has gone from two staff to 30, due largely to client demand.

“The large majority of our clients across the globe have come to us,” Mr Upshall said.

“To give you an example, we started a Melbourne office and we haven’t made one single cold call. The reality is that the media landscape’s under significant change and what we do is becoming highly effective and traditional advertising is becoming less and less effective.”

King Content has hired Rebecca Martin, formerly of Booragoon-based The Space Station, in the role of content strategist and editor.

Starting with one Perth-based staff means King Content joins the BNiQ list of advertising and branding agencies in equal 38th spot, alongside Cameron McDiven – Brand Planning & Development.

Also see BNiQ’s list of marketing and market research firms and public and investor relations firms.

Mr Upshall said the agency was likely to hire five more people within six months and have 10 staff within a year.

The new branch will operate out of Isentia’s Leederville office.

King Content was acquired by Isentia, formerly Media Monitors, in August this year for a deal reported to be worth $48 million, contingent on King Content meeting certain targets over the next five years.

Its clients include health insurer BUPA, banks ANZ and Rabobank, retailer David Jones and pawn shop chain Cash Converters International.

 

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