Her Canberra and Coordinate join forcesBy Coordinate
Coordinate continues to build on its impressive content marketing business, recently announcing it has formed a strategic partnership with leading local media platform HerCanberra.
Amanda Whitley, the website’s Founder and Editor will continue to lead HerCanberra with the added support and resources of Coordinate’s content marketing team, including graphic and web design, photography and video production.
Since its formation nearly four years ago, Whitley has taken HerCanberra from strength to strength, with average unique browsers now surpassing 50,000 per month.
Whitley announced the plan to re-launch the HerCanberra product in the first quarter of 2015.
“Our partnership with Coordinate is designed to take HerCanberra to the next level, utilising their creative skills and media knowledge and instantly adding quality resources to our offering. Already, we have found our strategic partnership has provided our advertisers and readers with an even better and more unique content experience,”she said.
“Bringing together an advertising agency with a news platform is a unique model but it’s so far created a real point of difference in the market, We are breaking away from a traditional placement and price model of media buying and really getting to understand the objectives of our clients and delivering custom solutions through Coordinate’s content creation abilities and HerCanberra’s distribution platform and audience.”
HerCanberra’s addition to Coordinate will add even greater depth to the agency’s content creation abilities and give the company a new platform to distribute that content. Whitley’s twenty years in communications and public relations in the public and private sector also brings significant professional expertise to the partnership, heightening Coordinate’s offerings in this space.
In the last eighteen months, Coordinate has been disrupting the market, evolving away from a traditional advertising model into a more inclusive, two –way part agency/part publisher model. The agency acquired the long – standing tourism publication, This Is Canberra (recently rebranded as Concierge) and appointed Positive Influence Media, a specialist video content agency to lead their in house production capabilities.
The appointment of a Managing Editor in Alex Tricolas, is a market first for an advertising agency and has successfully contributed to Coordinate’s position as a market leading content producer.
Coordinate director Warren Apps said, “When Jamie and I joined forces two years ago we both had a collective viewpoint on where the media landscape was heading and we’ve worked hard to pioneer the model in this market”.
“The days of traditional one way advertising are fast declining and media now is about making brands a part of what people are watching and reading instead of being in between what people are watching and reading. I am excited about our partnership with HerCanberra and further realising our vision for the changing media landscape in this market”, he continued.
Since the appointment of Tricolas, Coordinate has released a number of bespoke branded entertainment and media products including Tease by Axis Hair, Inner Confidence by Clear Complexions, So Vino by Local Liquor, Harvest by Supabarn. Home Vision by Classic Constructions and By The Water for the Kingston Foreshore Precinct.