This is a post from PRISM’s Social Army – regular short briefings on topics aligned to our business or close to our hearts. Today’s entry is from PRISM London’s Cliff Peters.
All this year, we’ve been celebrating PRISM’s 25th anniversary. Contrary to popular belief, I haven’t been at PRISM since the beginning of time. Just 22 of those 25 years. That still makes me an old salt, so this is where I’m supposed to scrub up a bit of wisdom to share as I look back and look ahead.
When I joined PRISM in 1995, I started travelling the world working on events, mainly in Formula One. Today we still have teams working on events in Formula One, but the work we do around the world, how we do that work, and the impact we achieve, has changed dramatically. The biggest evolutionary transformation I’ve seen – and it’s been central to my career – is the rise of content in its importance.
Working on the Ford Formula One programme back in the day, events were our primary form of communication to engage with key audiences and communicate with the news media. Journalists and broadcasters were the primary content producers; the world of content we know today didn’t exist. I remember working with photographers and filmmakers in those days, but much of our content production work around the F1 programme was to feed to the media. We relied on them to tell our story while we engaged deeply with key audiences at the races and worked with Ford’s national sales companies to take advantage of the motorsport programme in marketing and promotional campaigns.
Fast forward to now, content isn’t just king, it’s the whole chessboard. We still do events in F1 and other sports, but often they are enabled by content. And most are wellsprings for us to create content. Content amplifies these activities from intimate local events to global reach for our client’s brands. And the only limit on the impact of that content is our own creative ambition.
I’m so proud of our content experts all around the world. Next year will mark the 10th anniversary of our Content Factory initiative that became global. Meanwhile, our Global Content Network continues to grow with amazing creative talent. With their help, brands which once depended on events for impact can now engage with audiences every moment of every day.
Today, as I still travel the world, my role has become more about working with brands to create the right architecture for content creation with our team on the front lines of content creation. You can bet your hashtag I envy them.