Content marketing agency Mahlab has expanded into PR with Thomson Reuters Tax and Accounting as a foundation client.
The agency appointed Lily Carlyon to lead the PR business in February 2018.
Mahlab founder and managing director Bobbi Mahlab said: “We are building on what we have been doing for more than 20 years, telling brand stories through great content.
“While these fundamentals have not changed, the way that we deliver content to audiences has changed dramatically. Simply publishing great content doesn’t cut it any more – you need to get this content to your audiences in the channels that they’re engaging with. Traditional media is one of these channels.”
Carlyon joined Mahlab from Singapore bringing significant Asia-Pacific wide experience. She said: “Earned media coverage plays a key role in raising awareness and helping to educate the people that you’re trying to reach. But it’s not enough on its own.
“It should complement the information you’re providing audiences through your owned, paid and social channels as well as the events, activations and other audience touchpoints your brand has created.
“Thomson Reuters Tax and Accounting is a great example of this. We are developing white papers that are launched to media, promoted through paid social channels and used to create content for the company blog. This means a single asset is being used to raise awareness, drive audience engagement and generate marketing qualified leads.”