New UK ad agency says ‘more to come’

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New UK advertising agency Content Marketing Institute has announced plans to expand its UK operation with the hiring of a new chief executive.

The agency will be rebranded as Content Marketing Academy and will be based in London, with a presence in Manchester, Edinburgh and Bristol.

“We have worked with our existing clients to create an international content marketing strategy,” said Matt Wootton, the agency’s chief executive, in a statement.

“It is important to us that the brand identity of our organisation is strong, with strong brands and a strong brand identity is key to us staying relevant.”

Wootton said the agency was committed to growing the business in the UK, and to the new role of chief executive “it is a major change and a major opportunity”.

“I am very proud of our team at Content Marketing Institutes UK, the team that has been working hard to build a strong organisation in the past three years,” he added.

“I believe that our growth in the next year will be much stronger than the one we had in the last three years, and we are confident that we can grow our business in this new role.”

The new organisation will be managed by its existing executive, Nick McArthur, who previously worked as chief executive at the agency in London.

The move follows a year of consolidation in the ad agency sector.

In March, Content Marketing International announced it would lay off 40 employees, with another 40 to be offered jobs elsewhere.

Content Marketing Institute, which has been at the centre of the current controversy over the use of a racist slogan on a banner advertising a campaign to support a British politician, said it would continue to publish content.

Woottons statement said the new organisation would continue “to offer our clients the best possible content marketing services”, and would “continue to invest in our existing teams, new and existing”.

“Content Marketing Institutes is committed to building the strongest organisation in content marketing,” he said.

“As the industry moves towards an increasingly digital future, our aim is to stay ahead of this change.

We have worked hard to create the best content marketing solution for our clients.”

The move to London comes as the ad industry faces a raft of new regulations to address a surge in online advertising.

The Advertising Standards Authority announced last month that the number of online ad campaigns with offensive and/or discriminatory content had reached a “tipping point” in 2016, and that the agency industry is in danger of becoming “a platform for online hate speech”.

“We must stop the rise of online hate adverts and other inappropriate content that is damaging our communities,” said AASA chief executive Alison Kelly.

The regulator is also considering an ad policy change that would remove a section of its website called “anti-discrimination rules”, which has already caused some complaints.

The Advertising Standards Agency has also set up a taskforce to investigate the use and impact of the ad policy changes, including the impact on “public trust”.

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