We view our approach as brand journalism: a focus on the creation of authentic content and proactive participation in the social media arena—where we help our clients be nimble, conversational, and opportunistic. We do this by uncovering the core stories at the heart of a brand, creating multiple supporting narratives, and then seeding these narratives to their intended audiences where they are most likely to encounter them. It’s an ongoing process of content creation, aggregation, distribution, and publishing.
As an agency it is our goal to make 2012 the year of great content. Content that breaks through the clutter, has context, provides information, entertainment, or utility. Content that is authentic and real and will help our clients change the conversation, because brands that get talked about are brands that get bought.