WPP AUNZ launches Agile Content Productions; new audience-first, video content offering
WPP AUNZ, Australasia’s largest marketing, content and communications group, has announced the launch of a new specialist production offering: Agile Content Productions, (“Agile”).
Group business director of WPP AUNZ Rob Currie said the Group had identified a huge opportunity to develop a best-in-class, audience -first content offering for its clients, a proposition, he says that no other Group has the breath, scale and ability to develop.
Says Currie: “Our view is that our clients want specialists, but need a more effective model to work with multiple agencies. Agile will sit firmly within our over-reaching strategic focus on horizontality, with a motivation to fully integrate itself within the Group and focus on collaborating and working with them to develop and produce audience first video content.
Agile is headed by newly appointed CEO Justin Ricketts, working alongside managing director, Grant Anderson, plus a core team of content specialists.
Says Ricketts: “The opportunity to create and grow a specialized offering inside AUNZ’s largest and most sophisticated marketing services company is an exciting and fresh new challenge.
“This is a new type of proposition that fits well with an increased client demand for quality audience-first video content as the landscape evolves and brands need to find new ways to reach and engage consumers. Video is the most effective channel inside digital and we believe brands can play a larger role in inspiring all forms of audience-first content, including TV.
“We are looking to be innovative and disruptive in how we deliver content more efficiently and effectively – hence the name Agile.”
Agile will have a ‘laser focus’ on creating and producing video and animated social content to engage audiences.
Adds Ricketts: “The sole purpose of Agile is to help the operating company’s who need to create and produce audience-first content more effectively. This will be achieved in partnership with Agile.”
Renowned for his strategic thinking, and boasting a 25-year track record of accomplishment in helping brands embed themselves into people’s lives through creativity, relevance and purpose, Rickett’s was most recently CEO and founder of Ensemble Australia helping brands grow through the power of engagement.
Prior to Ensemble he consulted with global sports and entertainment firm, Octagon Australia, working across a client base which included MasterCard, Lion Nathan, Unilever, YUM Restaurants, Coca Cola and PowerAde.
Considered to be one of Australia’s most experienced content experts, Grant Anderson brings extensive experience to Agile with a background including client and agency-side roles plus roles for broadcasters and production houses.
Most recently he held the role of head of content for Ensemble and prior to that was executive producer, commercial content for Network Ten.
Agile is 100 per cent owned by WPP AUNZ, Australasia’s largest marketing, content and communications group.
15 Comments
Plush 2.0?
Love the name!
Mm Agency doing content, networks have been doing this for years. No reel story here other than WPP want more of the cake.
Logical move but hardly innovative
breadth?
“collaborating and working with them to develop and produce audience first video content”
Oh jesus wept……I can’t wait to see the first cheap arse video they make and then sending them back this BS line.
Wish it was about what you produce and the talent you attract not the things you build to grab more pie.
Bento 2.0
Another content agency in a overcrowded market where nothing but below average “branded content” is being made…
Outdated dudes making outdated content for bought audiences
Snoozfest 3000
audience first content? WTF?
LMAO – A meaningless serving of word soup.
Seriously, read aloud any one of his quotes above, then try to remember what you just said 5 seconds after you finish :-/
What is said here is one of the most insanely idiotic things I have ever read. At no point in the rambling, incoherent response were you even close to anything that could be considered a rational thought. Everyone on this site is now dumber for having read it. I award you no points.
“Agile will sit firmly within our over-reaching strategic focus on horizontality…”
overreach (ō′vər-rēch′)
– To miss by reaching too far or attempting too much.
Yeah, sounds about right.
Great press release of buzzword bingo, can’t see any value in this venture
Great press release of buzzword bingo, can’t see any value in this venture
Ha making a play on all the buzz words without any real capacity or resourcing to execute the work. I know exactly what their internal video capabilities, they will still need production partners and will just add a layer of cost and complexity to the exercise.