Content Studios Increasingly Borne of the Agency’s Rib

Content marketing has been around since John Deere started a magazine for farmers in the late 19th century. For the past 10 to 12 years, the discipline has come back with a furry, as digital reawakened the opportunity in long-form brand and multi-platform storytelling.

The changes have been disruptive, and many clients and agencies continue to grapple with HOW to provide brand-building content in a 24-hours news cycle. The need is obvious to many, but the means remains obscured. This is partly because content marketing outputs happen in minutes and hours. Ad campaigns take weeks or months to fully bake. Therefore, agencies have an operations problem to solve before they can successfully address their client’s content needs.

I helped BFG Communications solve this problem in 2006 by creating a Content Department inside the agency and staffing it with journalists. Today, I am happy to see BVK in Milwaukee take its robust in-house content department and create a new services provider and new agency brand with it. BVK’s Foxtrot Content Studio is a standalone production house borne out of the experiences and insights gathered at BVK. The studio’s bench is packed with professionals who have extensive broadcast and publishing experience.

Foxtrot offers an agile approach to strategic content planning and production development services for video, photography, written and print production across a wide variety of media platforms and for diverse industries and audiences. Foxtrot’s offering isn’t limited to marketing and communications; capabilities include content solutions for human resources assets, training and development programs and the content needs of the executive suite, as well.

“Organizations are struggling to keep up with the increasing need for more efficient multimedia storytelling and production capabilities,” said Sara Meaney, managing director of Foxtrot. “The formula for brand success has changed irreversibly. Now it requires new skills, specialized knowledge of channel optimization and a deep understanding of how consumers interact differently within each channel.”

With the increasing importance of brands’ owned media channels, Foxtrot has grown to become a highly sought-after solution for BVK’s agency-of-record clients, and new clients wanting to grow their content programs with more compelling work to better engage audiences.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.