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The Smarts

Private Media launches new B2B audience engagement and content agency

Private Media, the digital publisher behind SmartCompany, StartupSmart, Crikey.com and The Mandarin has launched a new B2B audience engagement agency called Bureau.

The agency will help brands attract and connect with SMEs, startups and the entrepreneurial community.

Backed by Australian journalist, editor and media proprietor, Eric Beecher, Private Media is an established digital publisher of more than 15 years. Drawing on years of digital media expertise as well as the vast range of journalistic and data insights from SmartCompany, Australia’s number one source of news, analysis and information for SMEs and startups, Bureau is poised to become a leader in delivering marketing programs for clients seeking to reach this valuable audience.

“As brands continue to be affected by the ever-changing landscape of digital marketing, having access to an engaged audience and the insights that offers advertisers is more critical than ever,” says Private Media Chair Eric Beecher.

“The SmartCompany audience has more than 400,000 small businesses, startups and entrepreneurs visiting every month and while this is a huge commodity for brands to access, the expertise we’ve accrued to achieve that kind of engagement is huge. Bureau is the avenue for brands to access that expertise.”

The new agency will offer a research and consultancy service; audience engagement strategies; content creation and distribution; events and partnership opportunities; and influencer outreach through its network of journalists and business leaders.

“Understanding and intuiting the mindset of your audience – their issues, attitudes, moods and challenges – is central to driving any kind of engagement. Now more than ever, brands need to think like publishers,” says Beecher.

Bureau will offer access to this audience through lead generation campaigns, but also advise brands on how to think like publishers through multi-channel engagement strategies and programs to achieve business objectives and marketing ROI.

“There is no ‘typical’ small business or startup in Australia,” says Beecher. “We know and understand the small business sector from the inside because we create and publish hundreds of stories every month. We talk to them every day.”

Bureau is headed up by Head of Content Programs & Strategy Cath Vallence, previously Managing Editor at King Content and prior to that, head of content marketing at Sensis. She is joined by SmartCompany publisher, Zoe Dattner as key advisor.

For interviews or more information on Bureau contact Cath Vallence at cvallence@engagementbureau.com.au or on (03) 8623 9900.

You can view Bureau’s full service offering https://www.engagementbureau.com.au