Former MCM Entertainment CEO Simon Joyce is joining Brand New Media (BNM) as managing director, with a commitment to cracking video as the king of content marketing.
From Monday, Joyce, who has been on gardening leave for nine months since leaving MCM, will be heading up BNM's Australian and New Zealand operations.
Top on his agenda once he's got his feet under the desk will be growing the digital media company's sales and strategy unit, and bettering BNM's executional offer. After that, it's all about the video.
Joyce told AdNews: “My first priority will be a restructure of the sales and strategy unit – we'll be looking to grow that unit.
“We have got to continue to improve the technology. Technology is critical in content marketing.
"The execution will be a big focus for me. Content production for brands is now where the real value opportunity is. All we hear is 'ideas, ideas, ideas' but I think execution is really where the value is at. There is a terrific opportunity there to improve execution and improve technology to drive distribution.”
Thirdly, Joyce will be looking to “reposition the business, to some extent, agency-side. The company has a really big story to tell so I want to reposition it to the blue chip brands and their respective agencies”.
BNM was founded on a partnership with Seven West Media and continues to have strong affiliations with Seven, Prime and TVNZ. BNM operates digital channels including 4ME, Expo, healthyMEtv, MySurf.tv and FoodForLifeTV. Joyce said: “My desire is to continue to drive these channels and give them greater depth of content.”
Video is a big opportunity that many brands are missing, he added. “Video will be the dominant content marketing discipline and I don't think many brands are totally prepared to a video strategy, to measure and track and optimise their videos. This is an area that marketers are going to have to embrace.
“The joy of of gardening leave was sitting back and watching. Content marketing has been around a long time, but there is a revolution going on in this area. We know that brands are committing more in this space. Content marketing is more important than it's ever been because the consumer is more in control than they have ever been.”
Joyce's role as managing director is a new position at BNM. CEO and founder Perry Smith's role will now take on a more international focus, as the company already has offices in the States, Singapore and London and is looking to expand further into Europe.
Perry added: “It's a great privilege to have Simon join the BNM global executive team to run our Australian and NZ business. He is a proven leader and his experience in creating and monetising content for brand and broadcaster will drive our business to new levels.”
Since he left MCM, the company has rebranded as Authentic Entertainment. Joyce added: “It's been nice to have a break and see the media world through a different lens. In regards to MCM Entertainment it is fair to say that I was no longer strategically aligned with some members of the board. I certainly wish them all the best.”
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