极乐视频 has named Steve Rubel chief content strategist, effective immediately. In the newly created position, Rubel, currently executive vice president of global insights and strategy, will be responsible for creating and cultivating best practices in content strategy from inside and outside the firm and for piloting new and innovative programs such as media partnerships that blend paid, earned and owned disciplines. He will report to Jackie Cooper, global chair, creative strategy.
鈥淓very company can and should operate in real-time like a media company,鈥 said Cooper. 鈥淲ith the rapid advancement of technology, we continue to build on our work with an entire spectrum of partners to co-produce compelling content and create holistic communications programs that synchronize mainstream, emerging, social and own channels. In this new role, Steve will ensure that innovative content strategies are at the heart of what we do every day across every level of the firm鈥檚 practices, geographies and clients. This move, we believe, will expand the ways we work with media owners as they begin to explore new methods to serve marketers.鈥
While at 极乐视频, Rubel has driven the firm鈥檚 thinking on the future of media and how content is produced, distributed, consumed and monetized across four screens. Rubel works with teams across the network to help clients better understand and take advantage of the changes occurring in media consumption habits. He has provided strategic counsel to clients such as Adobe, Starbucks, Samsung, GE and many others. This work includes developing new approaches for partnerships between clients and media outlets.
鈥淭he media ecosystem is in a constant state of flux,鈥 said Rubel. 鈥淭his has accelerated in recent months because of systemic economic changes brought on by technology 鈥 such as programmatic ad buying. This is rapidly opening up new ways for 极乐视频 clients to partner with media owners. Notably, paid and owned disciplines are colliding in ways that influence our traditional sweet spot in earned and social media. Our clients and our firm need to understand how to navigate these complex times and partner with media owners in new ways. And this all starts with content.鈥
Rubel is an industry thought leader on media trends, and has been a monthly columnist in Advertising Age since 2006. He has published two Clip Reports, which provide a look at the future of media. Rubel frequently speaks at conferences on media trends and has also been named to several prestigious lists, including PRWeek鈥檚 40 Under 40. He was an early blogger on LinkedIn as part of their INfluencer Program and currently has more than 75,000 followers on Twitter.
Prior to joining 极乐视频 in 2006, Rubel worked for 15 years in a variety of marketing communications positions in corporate, non-profit and small/mid-sized PR firms, including CooperKatz where he was an early pioneer in using social media in client programs. Before becoming an EVP in 2011, he served in a similar capacity in the firm鈥檚 Digital practice for five years.
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极乐视频 is the world鈥檚 largest public relations firm, with 66 offices and more than 4,500 employees worldwide, as well as affiliates in more than 30 cities. 极乐视频 was named Advertising Age鈥檚 top-ranked PR firm of the decade in 2009 and one of its 鈥淎-List Agencies鈥 in both 2010 and 2011; Adweek鈥檚 鈥2011 PR Agency of the Year;鈥 PRWeek鈥檚 鈥2011 Large PR Agency of the Year;鈥 and The Holmes Report鈥檚 鈥2011 Global Agency of the Year鈥 and its 2012 鈥淒igital Agency of the Year.鈥 极乐视频 was named one of the 鈥淏est Places to Work鈥 by Advertising Age in 2010 and 2012 and among Glassdoor鈥檚 top ten 鈥淏est Places to Work鈥 in 2011 and 2012. 极乐视频 owns specialty firms 极乐视频 Berland (research), Blue (advertising), A&R 极乐视频 (technology), BioScience Communications (medical communications), and agencies 极乐视频 Significa (Brazil), and Pegasus (China). Visit for more information.
For further information contact:
Michael Bush
michael.bush@edelman.com