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McMurry Adds iPhone App to Aon's Content Package
MARCH 28, 2011
Phoenix—McMurry has launched an iPhone app for Aon, the leading global provider of risk management, insurance and reinsurance services. Synchronized with One, a globally distributed magazine that McMurry produces for Aon, the app allows users to personalize their access to and share valuable business-to-business content based on industry, topic and regional preferences.
"With 50 percent of Internet access estimated to occur through a mobile device next year, we're building mobile-compliant sites and apps for a large portion of clients who are racing to keep up with the continued evolution of how consumers access a brand's content," says McMurry CEO Chris McMurry. "Content marketing is truly a multifaceted game, and we're ideally positioned."
In a ContentWisesurvey conducted with the Custom Content Council, last year only 14 percent of brands were providing mobile content. However, mobile content is unquestionably on marketers' radars, with 66 percent—a higher response compared with all other media—saying they planned to increase spending the following year. Video content was second at 54 percent, followed by audio content.
"It used to be that a client would hire our firm to deliver against a particular tactical need," adds McMurry President Fred Petrovsky. "Now they come to us looking for entire strategy— which occasionally leads to us developing content that drives a client's total marketing direction—and execution of that strategy across all platforms, whether print, Web, video, mobile or any one of additional fronts."
Aon's expanding One campaign currently includes a magazine, online content, search marketing and an app, and brings consumers the most pioneering, thought-provoking ideas in risk management, insurance brokerage and human resources consulting. Within the content, readers find compelling articles, proprietary research, case studies and interviews with senior executives of leading multinational corporations, all of which are designed to help corporate executives with insights and guidance in making critical business decisions.
"It is a very promising trend for firms like ours," says McMurry COO/CFO Audra Taylor. "Where brands used to turn to agencies as the lead dog in marketing planning and delivery, we're seeing them turn away from the old guard and coming to us for their campaigns."