Spafax Content Marketing and Forward Merge to Form Global Communications Brand Bookmark
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APEX Insight: As brand storytelling techniques evolve to incorporate a variety of media platforms, two content marketing specialists come together to make their mark in this space. Spafax Content Marketing Americas and Forward Worldwide have merged to form Bookmark Content and Communications, working with clients around the world to deliver premium multimedia storytelling.
The launch of Bookmark Content and Communications unifies content creatives from two of WPP’s tenthavenue companies, Spafax Content Marketing and Forward Worldwide, into a new entity under the Spafax Group umbrella. As a complement to Spafax Group’s existing in-flight entertainment and media sales services, Bookmark will deliver premium multimedia storytelling that appeals to consumers at both a local and global level, in the form of content strategy, editorial and video production, CRM, data-driven solutions, mobile strategy, PR, media relations and event management. “Bookmark, as part of the Spafax Group, will be vital to optimizing our global and regional resources to ensure our clients are receiving best-in-class service in content and marketing solutions,” said Niall McBain, CEO of the Spafax Group and chairman of Bookmark.
“Bookmark, as part of the Spafax Group, will be vital to optimizing our global and regional resources to ensure our clients are receiving best-in-class service in content and marketing solutions.” – Niall McBain, Spafax Group CEO and Bookmark chairman
Bookmark will be led by co-CEOs Raymond Girard and Simon Hobbs. Girard will oversee Bookmark’s activities in the Americas, and Hobbs will be responsible for the European, Middle Eastern and Asia Pacific regions.
“Forward have been the pioneers of the most iconic content programs for brands,” said Girard. “Their work – for Patek Philippe and Tesco in particular – is the industry reference for cultural adaptation of content on a global scale and for creating consumer value through content-driven CRM programs. We’re excited to partner with them in London and Shanghai and to apply shared experiences for our client relationships across the Americas and beyond.”
“We’re really excited about what each company can bring to the other’s clients and prospects,” said Hobbs. “Spafax Content Marketing’s offices in Toronto, Montreal, Santiago and Lima are brimming with talent, and the work they have done for clients such as Air Canada and Dyson is exceptional. Alongside their content marketing prowess, their PR and activation, media relations and event management expertise will add many strings to Bookmark’s bow.”
The company’s new logo and website are the result of collaboration across several of Bookmark’s offices worldwide, which employ 250 content marketing specialists operating out of Lima, London, Los Angeles, Montreal, New York, Santiago, Shanghai, Singapore and Toronto. In a blog post detailing the first chapter in the story of Bookmark, Arjun Basu, the company’s senior vice-president, Content Strategy, writes: “Doing the rebranding internally was our first test case, a kind of proof of concept that we could do what we set out to do. That we could walk the talk, as it were.”