A funny thing happened when digital agency Blast Radius sent out one of its periodic client satisfaction surveys to key clients earlier this year. In the general comments section, several clients indicated they would like to know more about what is waiting for their business around the corner. Their feedback led to the creation of a new in-house digital magazine called Pilot.
“I don’t know if [what’s next] was just top of mind, but next thing we knew it started becoming a topic for our customers,” said Brian Mitchinson, senior vice-president of marketing for Blast Radius. “Everybody wants to get more insight.”
Mitchinson said that where it was once the domain of agencies and “digital kids,” a need to stay abreast of what’s next has percolated all the way up to the C-suite. Mitchinson attributes it to the impact of technology on clients’ business, which has grown exponentially with the advent of mobile and social platforms.
“They’ve just changed the game so much that the impact is tenfold – it’s disrupting industries and changing behaviour,” said Mitchinson. “Now CMOs and CEOs are coming to us and saying ‘What’s around the corner?’ Pilot is the answer.”
Billed as part newsletter and part guidebook, Pilot will be updated monthly and written by Blast Radius staffers. The first issue focuses on the proliferation of content and how brands can remain front-and-centre in the new content-rich universe.
