Agencies building digital newsrooms to create and deliver content

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Cheil-backed digital shop Barbarian put its own spin on the agency newsroom with the launch of a standalone production house called Lot112 earlier this year.The group will produce long and short form video, stop motion animation, still photography, infographics and more, according to the agency.

Barbarian joins nearly every type of marketing services firm -- be it digital, media, production or PR -- pushes some variation of a newsroom in an attempt to produce and distribute digital content affordably, at scale and in real-time.

WPP media agency Mindshare recently teamed up with WPP digital agency Possible to form a newsroom combining content creation and distribution. Engine Group's Deep Focus for the past few years has touted a lucrative subscription-like model for producing real-time digital content. Interpublic PR giant Weber Shandwick offers a news publishing service called MediaCo, and more recently launched creative spinoff Sawmill. PR independent Edelman and Publicis digital giant Digitas are also among the agencies that offer multi-city newsrooms.

Barbarian wants its new division to incorporate what the agency has learned from running newsrooms and real-time content labs. One lesson was that campaigns need to cut down on production time, and therefore cost, by using more automated software that tracks and reports how content is spreading and consumers' emotional reactions to content based on first- and third-party data.

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