Melbourne-based agency CHE Proximity launches market-first content offering – ‘The Newsroom’
Melbourne agency CHE Proximity has paired its data prowess with journalists, editors and writers to launch a market-first content offering, promising to deliver ROI on par with and incremental to traditional advertising.
Launched as The Newsroom, the new team’s abilities, alongside the agency’s existing creative, digital and analytics offerings, will deliver tight and targeted content marketing to clients’ customers… before they even know they’re customers.
CHE Proximity managing director, Chris Howatson (pictured), said the new division was created to meet the needs of existing and potential clients that are evolving beyond the traditional advertising model.
Says Howatson: “We’ve all been schooled to believe that share of voice drives share of market, but the model of The Newsroom flips that on its head.”
CHE Proximity debuted The Newsroom with the launch of GE Money’s Art of Money content marketing platform in May.
Says Howatson: “We brought in journalists and professional writers because it was important we get the right skillset to create the strongest, most compelling content. Pairing bespoke, not mass procured, content with other parts of the business ensures that platforms are optimised, measurable and have the highest chance at facilitating conversation.
“Our proprietary algorithm allows us to employ Content Darwinism – where the strongest content that delivers the most robust ROI rises to the top, and content that doesn’t perform is eradicated.
“By engaging people earlier in the path to purchase, and harnessing real-time data to serve optimised, personalised content, we can pull them deeper into the purchase funnel, from consideration to conversion.”
CHE Proximity has experienced a period of unprecedented growth over the past six months and now has more than 150 staff servicing clients including a range of clients including Mazda, Foxtel, GE ,and Telstra .
Howatson says many of these clients have expressed interest in the philosophy after seeing GE Money’s exemplary results.
15 Comments
‘….content marketing to clients’ customers… before they even know they’re customers’.
You actually believe you’re doing amazing work don’t you?
So delusional.
Very ‘including’ agency.
Kill me. Is that a satirical press release?
Quite sad really and further proof the Australian ad industry is degenerating.
‘…will deliver tight and targeted content marketing to clients’ customers… before they even know they’re customers.’
DA DA DAAAAAAAA!
While you can’t necessarily argue with a publish and refine approach, saying it’s new isn’t convincing anyone.
It will work on CHE’s clients tho. But a quick look at GE’s Art of Money says that the approach isn’t working. That site is a ghost town.
I don’t usually comment on these blogs, but “Content Darwinism”?! I just experienced a little bit of Breakfast Darwinism in my mouth.
Once again, the Australian ad industry proves Darwinism wrong.
More verbal diarrhea from CHE.
World first, content Darwinism, harnessing real time data…. blah, blah, blah.
If your clients are buying this tripe then more fool them. Wake me up when you put ideas first and marketing bullshit second.
It is July 1st, not April 1st.
is an HBO show created and written by the amazing Aaron Sorkin. it is a very popular and won many critical awards. it tells the story of the broadcast news industry dying as it is choked by marketers and for-profit network agendas.
so the name is pretty spot on.
in kind of a creepy way.
“Our proprietary algorithm allows us to employ Content Darwinism – where the strongest content that delivers the most robust ROI rises to the top, and content that doesn’t perform is eradicated.”
How far can one stick one’s head up one’s own arse? Quite far it seems.
Hmmm.
“Our proprietary algorithm allows us to employ Content Darwinism – where the strongest content that delivers the most robust ROI rises to the top, and content that doesn’t perform is eradicated.”
So does it have the appropriate Darwinian Billing model – if it is killed it’s free?
Pay for performance…now there’s a model!
What utter tripe.
Listen to how cool that all sounds. Algorithms, Darwinism, purchase funnels, market-firsts, share of voice driving share of market – flipped on its head. On its HEAD!! Wow! CHE Proximity truly is the future.
Just embarrassingly lame.