Content is key. Y&R London’s new focus on branded content proves just that. With plans in works to launch a branded content division, Y&R London’s CEO John Sharpe has appointed Richard Johnstone as Managing Partner – Content to lead the division.
Johnstone’s experience includes work with media brands such as Publishing Director of Wallpaper, Marie Claire and Ministry of Sound. Most recently, Johnstone was Editorial Director at Omnicom’s Drum and has developed highly effective content strategies for a number of brands including John Lewis, Rimmel Coty and notonthehighstreet.com.
According to Jon Sharpe, CEO of Y&R London, “Too often branded content is at best an afterthought or worst a guessing game. Y&R London is proud to have such a stellar line up of talent that will bring credibility, expertise and insight into exploding the impact and relevance of our clients and campaigns to their target markets.”
The agency also added Jill Wanless, Deputy Editor of Hello! Fashion joins as contributing Editorial Director, John Scott former Senior Strategist at Drum, joins as Strategy Director, Gracie Page Start-up Entrepreneur and former Drum Digital Producer joins as Creative Technologist and Sarah George former Marketing and Partnerships Manager at Harper Collins, joins as Business and Partnership Manager.
“In a world of fake news, where mobile is the primary screen and consumers are bombarded with countless messages, we need to take a different, more agile approach,” Richard Johnstone said in a statement. “I am excited to be creating team at Y&R that will do just that. We think like an editor, vlogger or broadcaster.
“We value collaboration over ownership and will champion entrepreneurialism and innovation,” he added. “And most importantly, we keep the audience and their needs at the centre of our universe.”
The press release also explained that the team’s appointments was a result of highlighting the growing emphasis on Y&R London’s dedication to developing fast, topical, branded content that promotes creative fluidity, responsiveness and audience engagement.
Clients including Premier League, Oxfam, Lombard Odier and JD Williams have appointed the division to create targeted branded content and forge partnerships that engage audiences to spend more time with the brand with partners including Vice, The Financial Times, Facebook, Google, Channel 4 and Hearst Publishing.
