Magazine article ADWEEK

Specialty Shops Join Native Ad Land Grab

Magazine article ADWEEK

Specialty Shops Join Native Ad Land Grab

Article excerpt

With marketers increasingly wanting to become content creators, a number of specialty shops are trying to get in on the business that publishers and brands also are laying claim to. Here's a look at four of them.

Knock Twice

Started in 2010 as a PR firm for tech startups, Knock Twice has added content and editorial programs to its mix. The agency has 10 or so people on staff who worked at news organizations like Gizmodo, Time and TechCrunch. Founding partner Kyle Monson also is a journalist by background (PC Magazine, Newsweek) who built JWT's content division. "We're committed to only hiring the best talent from the media world," he said. "I don't think publishers are making their best writers available to brands." Despite flying under the radar, Knock Twice has built a roster of established and startup clients, including Google, Qualcomm and Amplify, often partnering with bigger agencies.

Group SJR

Launched in 2004 as a content marketing agency, the shop employs 30 content creators, including designers, photographers and former staff writers for Bloomberg and Dow Jones. Group SJR considers its specialty to be substantive content like data visualization pieces, video and long-form articles, and oversees its distribution through social or media outlets. "Where the marketing world is headed is middleweight content ... with a higher level of writing and a longer shelf life," said founder Alexander Jutkowitz. Bought by WPP in 2013, the agency now counts MPAA, GE and Levi Strauss among its clients. …

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