Fleishman Hillard, a public relations company, and GMR Marketing, an advertising agency, will announce on Tuesday that they have acquired Amos Content Group to create a new joint venture called Freshwire.
Freshwire will be tasked with creating editorial like content for brands that include videos, blogs, slideshows and more.
“Its almost axiomatic today that every company needs to be a media company,†said Dave Senay, the president and chief executive of Fleishman Hillard.
The acquisition of Amos is estimated to have cost between $5 and $10 million. Fleishman Hillard and GMR Marketing are both part of the Omnicom Group.
The Amos Content Group was created in 2009 with a staff made up la rgely of freelance writers, editors, photographers and producers who produced content for Web sites, social media and traditional media.
Shawn Amos, the chief executive of Amos Content Group, will stay on as chief executive of Freshwire. “The way to create P.R. in this day and age is to create content that's relevant to the consumer,†Mr. Amos said.
For marketers and public relations companies, the need to create original content that goes beyond traditional advertising messages has increased over the past few years, Mr. Amos said. “We have to feed this beast 24/7,†he said.
Gary Reynolds, the chief executive of GMR Marketing, said marketers are now understanding “that content doesn't just exist where their brands are live,†so they are increasingly turning to create content that is more editorial. “It's very much a social media, media-driven activity,†Mr. Reynolds said. “They have to share their story, and the story can't be so commerci al.â€
Tanzina Vega writes about advertising and digital media. Follow @tanzinavega on Twitter.
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