Denver PR Blog


‘Content Fusion’ Just Marketing Hype
November 7, 2011, 8:51 am
Filed under: Weber Shandwick

When I was a vice president at Weber Shandwick, I spent a lot of my time – 60 percent, if you believed my job description – having conversations with prospective clients, and I was always looking for a hook that would let me have a different kind of conversation with them than my competitors could have.

So I was curious about the agency’s announcement last week of its new “content fusion” approach to integrated storytelling that promises to identify “what stories can be told in which formats and where to drive those stories.”

After watching the video and reading the white paper, it is clear that “content fusion” is both brilliant and disappointing. It is brilliant because it give Weber Shandwick another proprietary hook to have unique conversations with a prospective client, and disappointing because it boils down to simply acknowledging that some stories are better told using video and graphics. Hardly innovative stuff, but you have to give Weber Shandwick credit for the fancy packaging.

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1 Comment so far
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Love it. At my previous firm, we created a fancy phrase, “The Swarm Effect,” to describe how all disciplines shared information to create an integrated campaign. We had a very impressive graphic to visualize how the “swarm” created momentum, too. It always made me feel a little silly when describing it to clients, but I suppose it was more impressive than saying, “Yeah, we sit in a room and work together.”

Comment by Jim Dissett




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