A new agency is launching… In the last 12 months we’ve seen the media landscape contorting beyond recognition. To the PR campaign these shifts are both creative and destructive, with opportunities for those prepared to ride the tidal wave. Speed, ease and control of information have led the charge in forging this change in the way people consume media, in the plugged-in generation and deep into all parts of society.
An entire demographic of consumers which does not turn on the radio, watch the evening news or feed solely off editorial opinion is swarming into the business world. Decisions are made on social buzz and swarm behaviour. The impact on PR has been dramatic, leaving an industry flexing as media consumption habits shift. Where’s the buzz and how do we create it? Progressive brands have adapted and in a lot of places you look, you’ll see evidence of this new way. Yet only recently have we seen entire campaigns conceived, run and measured by digital natives who have the experience to hold their own at the top table and talk a CEO’s language too. And that’s why there’s been so little of it out there.
Today we’re officially launching 33 Digital, a new international agency spanning the PR and digital industries, to provide brands with that bit of web wizardry they are missing and wouldn’t consider going anywhere else to get. We’re starting up with a team across Europe, a client roster and an approach that we hope will turn a few heads.
As a core team, we’ve been showing clients what digital PR, comms and marketing can do for their brands for a long time now. We have been incubated by Hotwire, and 33 Digital will continue to act as Hotwire’s digital arm.
We do digital the way we know it – as battle-scarred practitioners who are as deeply entrenched in digital media as consumers and having learnt the ropes as PR and marketing consultants that we can see the possibilities and pitfalls of most internet environments. We’ve been there enough times before to know how it hangs.
What’s in a name? Well, back in 2001 when I first joined Hotwire, it was a start-up and we shared half of a floor of a warehouse in Hoxton, east London. We grew quickly and outgrew our frugal roots. We moved to 33 Dallington Street in Clerkenwell, London, where the office is now, grew some more, then came offices in Paris, Milan, Madrid and Frankfurt. 33 Dallington Street will be 33 Digital’s main anchor point in Europe and so the number 33 means a lot to us and is a mark of our heritage.
Digital media is shaping the future of more than just the media agenda. The way we purchase, organise ourselves, work and play is all in a constant state of reinvention. We’ve planted one foot firmly on the other side so that we can help do something with it that’s meaningful and profitable for everyone involved. Stay tuned, we expect to be getting up to some marvellous things.