CEO Adrianne Elias states that the group, which brings together digital strategy, content and influencer marketing, has the vocation of looking forward
Digital strategy and content agency, Content House celebrates 15 years of operation. The company emerged from the concern of CEO Adrianne Elias, a career executive at Ambev, who wanted to do different things with content production. At that time, in 2009, everything was still very experimental. We even created a television program and started doing digital, and we quickly saw that digital was going to be the main platform for building content marketing. In my view, content marketing is the future, because it is nothing more than communication integrated into content that is relevant to people with the brand included, highlights the executive.
Marking its 15th anniversary, Adrianne Elias repositions the agency, which is now part of The Content Group, which also includes CoCreators, an influencer marketing company. As part of the rebranding process, the group now has a 15 years ahead signature, while Content House adopts the Whats Next concept and CoCreators takes on the Whos Next concept.
According to the executive, the group’s mission is to always look forward. We started doing influencer marketing in 2017, three years before the influencer craze. Really, we have this vocation of always looking a little ahead and trying to anticipate trends for brands. Influencer marketing came to complement content marketing, as well as social networks, points out Adrianne.
In fact, for her, there will be practically no more pure branded content, everything will be done by the creators. But, unlike influencer marketing companies, CoCreators does not manage influencers and works with a network of affiliates that it uses to create campaigns. I understand that there is a conflict of interest. When negotiating, which side of the table am I on: the brand or the creator? With our agency vocation, I decided to stay on the brand’s side. At first we even created Jade Picon’s YouTube channel, we did his entire digital plan, among several other clients, but after a year and a half of doing this I decided to go with the brands.
According to the CEO, not necessarily all actions developed by Content House involve influencer marketing, but the recommendation made in 2023 to the creative team was a goal for brands to have at least 20% of co-created content, and this year the goal was doubled to 40%. Which I really believe, because mathematically customers have twice as much engagement on average. We advocate that brands always have influencers working with them, it is more effective, people remember the communication more.
Read the full article in the propmark of 04 brown of 2024
