RXP and The Works debut new content strategy agency

ASX-listed digital services group launches fresh content marketing offering following closure of iSentia's King Content business

The Daresay team
The Daresay team

Digital service consultancy, RXP and its creative agency subsidiary, The Works, have launched a new content and production group after picking up clients and staff off the back of King Content's closure.

The ASX-listed company struck an agreement with iSentia following the closure of its strategy and content division at the end 2017 to take on a number of existing clients, as well as four senior staff members, including general manager, Ruth Haffenden, and senior content strategist, Yanni Kyriacos.

The result is Daresay, an agency offering strategic planning, creative production, design, animation, editorial and analytics. Haffenden leads the group as head of strategy and content, joined by Rachel Solomon has head of broadcast and content.

RXP CEO, Ross Fielding, said it had launched Daresay in collaboration with The Works in response to growing demand for integrated content production. RXP acquired The Works in a deal worth up to $33 million last August.

“RXP already works with tier-one businesses on building their online and digital capabilities and we see a number of opportunities for Daresay to play a significant role with this, in addition to working with other partners on enhancing their content marketing,” Fielding stated.

Clients on Daresay’s books include Optus, Rentokil, Masterpet, Brother, Intuit and Primo Small Goods.

“Strategically led content, created efficiently, which delivers results for clients are the driving principles behind the creation of daresay,” Haffenden said. “With a highly experience team of content creators, in-house production capabilities and the backing of RXP and The Works, we have built a formidable proposition that I’m excited to be part of.”

iSentia closed King Content last August after experiencing declining revenues and profits, restructuring in what it claimed was an attempt to build longer-term contracts around strategy and ongoing content builds.

The group exited the content marketing business by the end of the year, reporting an $11.9 million after-tax loss as a result.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Well, I wish we could change the situation. But I am not sure it's possible.

Patricia Miller

Does social media make astroturfing acceptable?

Read more

Latest Podcast

More podcasts

Sign in