According to the CMA, this reflects the increased appetite from brands of editorialised content across the spectrum of channels, ranging from digital platforms - such as smart phone apps, tablet-enabled microsites and branded TV - to the more traditional such as customer magazines.
As a publisher and also video content agency, Videojug, the original UK pioneer of ‘How-To' online video content, helps organisations such as Diageo, Rimmel & CBS Outdoor engage and communicate with consumers through branded online video content from bespoke production through to broader online video content strategy and development. This is the first time the agency business has joined a member association focussed on this market.
Speaking of the membership, Tom Laidlaw, CEO, Videojug comments: “We had not previously found an association that fitted our production business proposition. However, following APA’s rebrand to CMA, the new premise has real resonance and relevance to us and what we offer our clients. The CMA is hugely active in promoting content as a legitimate marketing tool and in providing its members with current research and business winning collateral. We’re looking forward to working with the team to help us help brands reach consumers with powerful video content engagement.”
Julia Hutchison (pictured), COO, the CMA adds: “We are delighted to welcome Videojug to the CMA. Attracting organisations of this calibre and diversity is testament to the rebrand and our members being best placed to provide effective cross-platform content strategy and execution. ”
About the CMA
The CMA says: “The Content Marketing Association (CMA), previously the Association of Publishing Agencies (APA) is a not for profit organisation representing the content marketing industry.
The overarching aim of CMA is to promote the use of editorialised content as an effective marketing tool to client-side marketers and showcase the range of channels that can be used to editorially engage customers from digital - such as smart phone apps, tablet-enabled microsites and branded TV - to the more traditional customer magazines. Formed in 1993 the CMA’s members now comprise of 90 per cent of the UK market, producing publications and digital content for over 1,000 leading brands and organisations in the UK and internationally. Content marketing is the second fastest growing media channel and CMA exists to champion and encourage this growth on behalf of its members. It is widely recognised for being one of the most innovative and supportive industry associations and has launched a number of initiatives all designed to further push the editorialisation of branded content as an effective marketing solution.”
