Coish to launch Kuration and shutter CloudAdAgents

Peter Coish is shuttering CloudAdAgents, the ad agency he launched in 2009, and getting into the branded content game. His new content development shop, Kuration, will tap resources from the entertainment, fashion and publishing industries. Coish said he will be announcing Kuration’s partners in the coming weeks. CloudAdAgents was a network of digital advertising professionals […]

Peter Coish is shuttering CloudAdAgents, the ad agency he launched in 2009, and getting into the branded content game.

Peter Coish

His new content development shop, Kuration, will tap resources from the entertainment, fashion and publishing industries. Coish said he will be announcing Kuration’s partners in the coming weeks.

CloudAdAgents was a network of digital advertising professionals from across the globe that specialized in digital and social. Coish’s decision to wind it down and launch Kuration was largely due to his observations on social media marketing: basically that marketers are doing it wrong.

“Trying to market in social is, in my opinion, the wrong thing to do,” said Coish, who recently wrote an article for Marketing on this topic .

“I know a lot of marketers will say ‘what’s the ROI?’ but I think it’s impossible to calculate an ROI in social,” he added. “I think we need to step back from social and realize that it is, in fact, brand marketing. So Kuration is setting out to lead the charge on the development of social as a brand marketing medium.”

Coish said CloudAdAgents’ current clients will be moving over to Kuration. RBC, for example, just launched a new a video series on Kuration’s online magazine Mrs. Robinson.

The series, “Small Yoga Moves That Make a Big Difference,” provides achievable fitness-based solutions for a range of issues such as insomnia, weight gain and anxiety. The eight one-minute videos star Angela Jervis-Read of Toronto’s Sundara Yoga Studio. Jervis-Read is also Mrs Robinson’s health and wellness contributor. The tie-in with RBC is that “a few simple moves can make a big difference – with your health and your finances.”

“From what I’ve seen over the last couple of years, a lot of branded content is just tarted-up advertising, or worse, native advertising that tries to fool the consumer into consuming advertising,” said Coish. “Kuration is about charming and entertaining the audience and in doing so, building our clients’ brands.”

Other online lifestyle publications now under the Kuration umbrella are Crew Magazine, which Coish founded in 2013, and DailyXY, which he founded in 2009.

Advertising Articles

Lasik MD campaign has its sights on millennials

Print, direct mail, OOH, radio touts financial benefits of laser vision correction

How to improve in-store signage

Signs alert shoppers to deals and promotions, but also express your brand

On The Move: Changes at FCB, eBay, Defy and Hill + Knowlton

A weekly recap of who's headed where in Canadian marketing and communications

Portfolio Night: Searching for feedback and job offers

150 young creatives share their books with Toronto's top creative directors

Top five interview deal breakers (Survey)

What not to do during your next interview

Campaign for weight-loss firm gives the skinny on diet fads

Dr. Bernstein effort from Giants & Gentlemen includes TV, online and OOH

Which PR leaders made the Profit/Chatelaine W100?

Four PR pros made the annual ranking of the country's top women entrepreneurs

Ariad Communications adds three to its team

Manna Navai, Mike Ross and Kelly Dhillon join the Toronto agency