Pacific, one of Australia’s biggest women’s digital networks, has announced the launch of Eve, a branded content and marketing business spearheaded by Simone Bartley and award-winning Executive Creative Director Andrew Cameron.
As home to some of Australia’s most iconic media brands, Pacific has long set the precedent for content that delivers valuable connection through cultural relevance. The creation of Eve signifies an expansion in Pacific’s business offering beyond media capability towards a more complete media, creative and marketing service which will be available to the wider client base of Seven West Media as required.
The launch comes as marketers continue to increase their demand for content. According to the Content Marketing Institute, currently 23% of marketing budgets in Australia are allocated to content, while 36% of marketers forecast an increase in the coming 12 months.
Bartley, former CEO of creative agency Saatchi & Saatchi, said: “Eve’s mission is to grow brands at the speed of culture, by creating meaningful connections through engaging branded content, experiences, events and consulting services. This will be achieved through the simple and powerful formula of Data + Insights + Ideas, all delivered at scale.”
Eve will deliver audience-inspired branded content that captivates throughout the customer journey as a proprietary content marketing framework fuses the brand’s advertising activity to deliver a cohesive message as well as solid business results. To achieve this, the agency will harness the power of Pacific’s insights team headed up by Rebecca Alexander-Head, Head of Insights & Strategy, and Malcolm Miller, Cultural Insights Manager.
Gereurd Roberts, CEO of Pacific, said: “While there are publishers that have in-house content solutions, creative is often an add-on to the media buy. We believe there is a bigger need and opportunity for a premium content and marketing offering that brings together strategy, ideas and marketing capability with audience intel and content DNA. This is Eve’s clear point of difference.”
Cameron, who joins Eve from branded content agency Emotive, said: “The merging of brands and culture continues, and our team of multi-platform creatives understand the significance of using genuine insights to create entertainment-led, culturally relevant advertising as a value exchange for our audience’s time spent engaging with brands.”
Bartley concluded: “The line has blurred between brands, agencies and media owners as the demand for content for brands surges. We saw the opportunity to lead with a true marketing-based, audience and branded content offering that ranges from consulting to campaign level solutions.”