Right now it seems that everyone in business is obsessed with content.

Marketing teams are increasing their resources behind content, and lengthy conversations are being had across the land on how to improve, maximise and monetise content. Every agency is rebadging its output as content, even though for their entire previous existence they called it something else.

Because everyone is identifying themselves as content producers, we now have more content from more brands than ever before. By producing ‘more content’ rather than ‘content that does more’, the content business has fragmented the attention of its audience. When so much of this content is free, audience time becomes more valuable than ever.

Many have forgotten a simple value equation, something that runs through the heart of our approach: the Content Contract. What’s valuable to us has to be valuable to them.

We believe that when we’re not paying people to see our work, it should be good enough that they would pay to see it. Could you say that your branded content sits as well on a newsstand as Private Eye, Grazia or The Economist? The work we produce for our clients does and we can prove it.

We were making content before content was called content. For nearly a quarter of a century. And we do it with a grounding in hard-edged marketing theory that businesses have been crying out for. And we employ real journalists, whose skill is in talking to customers like a trusted friend. Not PR pundits, or failed copywriters.

We are experts in how to harness the best of everything that is changing in how we communicate today. In a world of emerging technology, a fragmenting media and channel landscape, and the evolution of quantifiable metrics, we know how media, brands and most importantly customer behaviour will respond to this change.

It’s what we do day in, day out for brands like Superdrug, Weight Watchers International, Holland & Barrett, Princess Cruises and Jumeirah Hotels.

Our clients recognise us as masters at the things that will never change – the essence of marketing strategy, and the dynamics of human nature and storytelling.

We are an accessible, no-bullshit agency. We know what we’re talking about, but we don’t use expertise to be clever – we use it to make work that works.

• We put the audience first. And last.
• We believe that all content must be created for a reason.
• We know what we are experts at. What we don’t know, we’ll find out.
• We make things as simple as possible, but no simpler.
• We believe that action beats abstraction – we do it to understand it.
• We have a lot of fun along the way. But no skateboards or a football table.

We are channel-agnostic and international in reach. From strategy, design and editorial through to creation, production and execution, results and analysis. Use us as your full-service agency or plug and play with our planning and delivery teams on specific projects.

Nicki is a Director & Trustee of The Katie Piper Foundation. The Katie Piper Foundation’s vision is to have a world where scars do not limit a person’s function, social inclusion or sense of wellbeing.