VIRTUE helps brands think and work as a publisher

With the new 'Publisher's View' consultancy product, VIRTUE uses VICE's years of editorial experience to help brands achieve impact and get a loyal audience. VIRTUE, the creative agency of VICE, presents 'Publisher's View', a consultancy process in which creatives and strategists of VIRTUE brands help to think and behave like a publisher

With the new 'Publisher's View' consultancy product, VIRTUE uses VICE's years of editorial experience to help brands achieve impact and get a loyal audience.

VIRTUE, the creative agency of VICE, presents 'Publisher's View', a consultancy process in which creatives and strategists of VIRTUE brands help to think and behave like a publisher. The experience of VICE as a publisher and the knowledge, data and technology of the worldwide editorial VICE network is used to create relevant stories that fit within the culture of the target group. Stories that aim to add value and thus provide an increase in the consumer's consideration set.

Publishers View helps brands to use content marketing from an editorial approach. In contrast to the mostly campaign driven branded content trajectories, brand publishing is not about campaign thinking, but about always-on communication. "Consumers are overloaded throughout the day with brand expressions that brands send and promote their product. In brand publishing it is about adding value, a story that is based on what is relevant within the world of a consumer. If you consistently bring stories in this way, you add value to the life of your target group, the brand preference rises and you end up higher in someone's consideration set. As an agency that comes from VICE's publishing DNA, we have all the knowledge, data and experience to help brands with this. "Perre van den Brink, Managing Director of VIRTUE Benelux.

During the Publisher's View process, an editorial vision is developed from the existing identity of a brand. In addition to the development of an editorial vision, VIRTUE also helps with the development of the resulting formats, stories and distribution strategy to bring the content to the right people via the right channels, at the right times, in the right lengths. In addition, VIRTUE guides the transformation of the marketing department to an editorial team. This process also determines the desired commercial impact of these activities.

VIRTUE has now completed the first Publisher's View projects for Albert Heijn, bol.com and ING, and there are projects under development for TUI.

Monique Bergers, editor-in-chief Appie Today, adds: "With Publisher's View, VIRTUE really helped us to sharpen the editorial vision of our content platform Appie Today. From there we developed new formats such as the 'Appie to Date' dating show, the more critical 'Food for Thought' format, and we improved existing formats. The knowledge about publishing from VICE, combined with being able to operate as a creative agency, has been an absolute added value! "