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Agencies are in the business of selling expertise and guidance, but are largely failing to demonstrate it successfully via content and publishing initiatives.
As competition for client attention heats up, a lackluster approach to publishing is a risk.
In the summer of 2010, ad agency giant Ogilvy & Mather launched “The Red Papers.” Named after the agency’s signature “red” branding, The Red Papers were a series of books written by Ogilvy executives, published quarterly online and intended to demonstrate key areas of the agency’s expertise.
The goal of “The Red Papers” was simple: to explain what the industry -- and Ogilvy & Mather -- did, according to its then-CEO Miles Young.
It was an early example of brand publishing: Brands showcasing their expert