Canter unveils new business

Andrew Canter, former client services director at Media Planning Group, has announced the launch of his new consultancy firm, Contentworx.

The consultancy will offer will look to offer expertise to advertisers looking to seize upon the growth of ad-funded programming and help to co-ordinate campaigns

Canter said: “A lot of disservice has been done in the area of branded content by for example, overpromising and comparing it directly to traditional forms of communication like advertising and sponsorship, or just using it as an ‘added value’ option.

“It’s not enough to focus solely on the content, although it is integral to success, for the use of branded content to make a difference it also has to be about understanding business objectives and the commercial value of content as an asset.”

Contentworx will work with an unrestricted roster of both production companies, clients and their agencies. It is currently in talks with clients from the entertainment, household products and music sector.

Canter added: “The key is understanding not just how brands operate but how consumers actually live today and how they select the brands and services they spend their money on.

“With the growth in the use of technology such as Sky+, brands have to find more innovative ways to capture an increasingly demanding and elusive consumer,” Canter said.

Canter helped launch Media Planning Group, a subsidiary of Havas, in 1996 after joining from Young & Rubicam. He remained there for eight years.

“At contentworx I will be bringing over 18 years of high level brand experience to the table. I believe this sets us apart from other players,” he added.

By Kunal Dutta

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share
Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share

Get news by email