Independent creative agency AnalogFolk has launched an editorial unit, and has appointed ex Pedestrian.TV and Oyster Magazine Managing Editor, Suz Tucker as its editor-in-chief.
The editorial unit will be filled with writers and social media content creators, who will work with the agencies' strategists, creatives, producers and technologists to create an editorial vision for brands.
“We've been doing social for a whole bunch of different brands for years now and I think there's a sea of sameness when you look at what brands are doing in social,” managing director Matt Robinson said.
“It's poor quality content, so what we've been thinking a lot about and focusing on is what is our social media offering, and if you think about what agencies are good at it's creativity: it's ideas, it's strategy.”
Robinson said for AnalogFolk it's a deliberate shift away from moderation and community management to creating strong communications and editorial strategy for brands.
“At the end of the day its about better quality content, making sure we can translate the vision we set for brands into a proper editorial vision as well. It's almost thinking of every brand like it's a magazine or a web property and thinking about who the audience is and translating that into great editorial as well.”
Tucker said she was thrilled to be given the opportunity to do something innovative.
“Introducing a publishing model in-house will create fantastic opportunities to create compelling, premium content for the entire client base. It’s genuinely exciting to be part of.”
AnalogFolk's editorial team currently has four staff.
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