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 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.”