Digital and content agency Edge will represent Australasia in the first-ever global supergroup of content marketing specialists. Edge joins The Global Content Marketing Network (GCMN), which currently includes three of the world’s biggest experts in the field – Seven, C3 and US giant Meredith Xcelerated Marketing (MXM).
Edge joins the first international partnership of its kind. The GCMN was created in response to big brands seeking a single strategic partner for content marketing solutions at global scale and reach. The group offers the world’s leading B2C and B2B marketers world leading content-centric marketing across Strategy, Creative and Technology.
Fergus Stoddart – who will oversee Australasian Client Management for GCMN – says that the partnership addresses three major areas of strategic importance for brands:
- Performance-Driven Creativity: The Global Content Marketing Network provides a world-class content strategy and real-time marketing analytics that help organisations deliver one to one content at scale.
- Managing Content Complexity: The new alignment delivers personalised content production across all channels through coordinated implementation across regions to minimise client burden.
- Real International Execution: For seamless management, Global Content Marketing Network clients will have one global contact to oversee central strategy and budget as well as ensure delivery with an appreciation of local culture and language.
Edge’s commercial director Stoddart commented: “We joined the Network because we wanted to be part of a new kind of global specialist network. Content-driven marketing is now leading the way brands communicate, so having scale and access to the group’s IP through this partnership gives us significant competitive advantage and the ability to lead and innovate in the market.”
Edge will have access to a new marketing and innovation lab in New York that will research consumer technology, ad technology and customer insights.
“There’s a growing demand to manage accounts globally including the Asia Pacific region. We have followed Edge’s success for a number of years, we already share clients like Volkswagen, and they are the best specialist content player in the Australasian region. We know we can work alongside them to develop performance-driven content and manage campaigns efficiently across the globe” said Sean King, who leads Global Accounts for the network. “Together, we will provide clients with a singular global strategy, easy program implementation and state-of-the-art solutions.”
The combined Global Content Marketing Network team of 1,200 works from 18 offices in 9 countries, with unparalleled B2B and B2C expertise and client experience across automotive, CPG/FMCG, financial services, retail, entertainment and tech in addition to other key client categories. In total, the agencies create campaigns in 27 languages for more than 200 clients.
“The Asia Pacific region is a growing focus for us. With the increasing demand for content, embarking on this alliance with Edge provides clients access to a truly global service,” said founder and managing director of C3, Lukas Kircher, who will oversee Creative and Innovation for the Global Content Marketing Network.
“Our agency compositions, client base and leadership styles are compatible, which means we can move forward together seamlessly on behalf of our clients.”