Weber Shandwick has expanded brand-publishing platform Mediaco, the content creation and distribution unit it launched in 2013, in a bid to evolve its approach and operating model in a changing digital media landscape.
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Since its launch three years ago, Mediaco has successfully executed more than 100 content programs for clients such as Excedrin, UNICEF, Ricoh and Fisher-Price.
Mediaco’s expanded content operation will now rely on an open, R&D model that will incorporate a toolkit of customizable services to help clients address specific challenges and achieve higher value when utilizing brand-publishing in today's media environment. Those new services will include an interactive technology unit, content analytics services and an expanded network of external partnerships with platforms, publishers and content companies.
As part of the expansion, the Interpublic Group unit is unveiling an Innovation Council that will serve as an advisory board and will workshop solutions with members of that outfit’s team. That council will be chaired by Weber Shandwick executive editor in residence Vivian Schiller, who was previously global chair of news at Twitter, chief digital officer at NBC and general manager of NYTimes.com. Schiller, who joined Weber Shandwick in September, has now been named editor-in-chief and head of Mediaco in North America, and will lead Mediaco’s operations and expand upon its network of talent and advisors.
Other Mediaco Innovation Council members will include Tony Haile, founding CEO of Chartbeat; Gaby Darbyshire, principal of Framestore Ventures; Mariana Santos, director of interactive and animation at Fusion; and Rahul Chopra, CEO of Storyful.
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