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Wayne Parker Kent - Slaven Mandic
Slaven
Mandic
CEO & Co-founder
Mark
Schoones
Creative director
The who’s who
Founded as a digital consultancy company.
2011 20172015
2010
Digital
consultancy
company
2018
Digital
consultancy
company
Digital
consultancy
company
Publishing
company
Publishing
company
Content
marketing
company
Digital
consultancy
company
Publishing
company
Content
marketing
company
SAAS
company
Without clients. Or a website.
So, we built a website.
And people started visiting that website.
A portfolio of 20 media brands reaching
8 million unique visitors per month
A portfolio of 20 media brands reaching
8 million unique visitors per month
2011 20172015
2010
Digital
consultancy
company
2018
Digital
consultancy
company
Digital
consultancy
company
Publishing
company
Publishing
company
Content
marketing
company
Digital
consultancy
company
Publishing
company
Content
marketing
company
SAAS
company
We became a publishing company.
Our editorial teams
translated broad brand
messaging into effective
niche campaigns
Our editorial teams
translated broad brand
messaging into effective
niche campaigns
Our development unit
creates custom software
that drives campaigns
Our business development
unit develops custom
publishing solutions
And then… the questions advertisers
asked us got bigger.
Why?
This used to be the situation
This used to be the situation
This used to be the situation
Fun stuff
This used to be the situation
Fun stuff
This used to be the situation
Fun stuff
This used to be the situation
Ads
Fun stuff
This used to be the situation
Ads
Fun stuff
This used to be the situation
Ads
Fun stuff
This used to be the situation
Ads
Fun stuff
This used to be the situation
Ads Fun stuff
Fun stuff
This used to be the situation
Ads Fun stuff
Fun stuff
This used to be the situation
Ads Fun stuff Ads
Fun stuff
This used to be the situation
Ads Fun stuff Ads
Fun stuff
This used to be the situation
Ads Fun stuff Ads
Fun stuff
This used to be the situation
Ads Fun stuff Ads
Fun stuff
This used to be the situation
Ads Fun stuff Ads Fun stuff
But…
But…
But…
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Wayne Parker Kent - Slaven Mandic
Ads
Ads
Ads
Ads
Ads
Ads
Ads
Ads
Ads
Ads
Ads
Ads
Ads
Ads
Ads
What does this mean for brands?
Publisher thinking
Customer centric
Audience first
Outside-in
Van push naar pull
Aim for engagement
Brand humanization
Storytelling
Content pre-cognition
Publisher thinking
Customer centric
Audience first
Outside-in
Van push naar pull
Aim for engagement
Brand humanization
Storytelling
Content pre-cognition
Brands should tell stories people will actively move towards.
Think like a publisher.
2011 20172015
2010
Digital
consultancy
company
2018
Digital
consultancy
company
Digital
consultancy
company
Publishing
company
Publishing
company
Agency
Digital
consultancy
company
Publishing
company
Agency
SAAS
company
We became an agency.
WPK / The Agency
We help AB/Inbev tell
a broad brand story on
multiple channels
We work with Booking.com
to help improve their partner
relationship
Wayne Parker Kent - Slaven Mandic
We help Samsung &
Google explaining their
products to customers
Wayne Parker Kent - Slaven Mandic
So, what’s next?
The future in content isn’t better stories.
It’s better distribution.
From estimated targeting to

targeting specific audiences.
From creating from a brand perspective to
creating from an audience perspective.
From being present all the time to 

being there when it matters.
From reaching one channel’s audience to 

reaching every relevant individual on scale.
AA A
A
AA A
A
From estimated targeting to

targeting specific audiences.
From creating from a brand perspective to
creating from an audience perspective.
From being present all the time to 

being there when it matters.
From reaching one channel’s audience to 

reaching every relevant individual on scale.
AA A
A
From estimated targeting to

targeting specific audiences.
From creating from a brand perspective to
creating from an audience perspective.
From being present all the time to 

being there when it matters.
From reaching one channel’s audience to 

reaching every relevant individual on scale.
AA A
A
From estimated targeting to

targeting specific audiences.
From creating from a brand perspective to
creating from an audience perspective.
From being present all the time to 

being there when it matters.
From reaching one channel’s audience to 

reaching every relevant individual on scale.
The way Wayne Parker Kent is set up.
Elastic Native
Editorial content
Native ad
Layered
audience
building Persona
Wayne Parker Kent Network
LAYER 1

Clusters & Channels
LAYER 3

Overarching Themes
LAYER 4

Keyword selection
LAYER 2

Demographics
8M unique visitors p/m
One story
Hassle-free recipes
you need to try
Hassle-free recipes
you need to try
Hassle-free recipes
you need to try
Or variations
Famme’s First Travel
Aid: Bringing Your
Baby on Holiday 
Bringing your baby on holiday can seem
like a hurdle. But, not with this guide! We
got you covered from baby beds, to hotel
checklist. From having a calm flight to
enjoying a day at the beach. 
Delicious hassle-free

recipes you need to try.
Foodies
Health conscious Juggling provider
Chef-worthy home-cooking
next to your career? We 

got just the thing for you!

Healthy dinners
in a jiffy!
Contextual
distribution IMPACT
SCALE
SCALE
SCALE
Agile
Content
Engineering
The new workflow for
content teams.
ACE
CreativesAd ops
Data
analysts
Developers
ACE Leader
SEO agenda
Social agenda
Cornerstone content
Marketing projects
Growth projects
Experiments
Brand roadmap
Input from management, end users,
stakeholders & team.
{
Output
KPI’s
Growth
goals
{
Team commits itself to
Sprint deliverables.
X SEO artikelen
X Social articles
X Social videos
Sprint deliverables
X features
Marketing project 1
Specific experiment
ACE Team
2 week sprint
Daily standup
Team Leaders
Daily standup
Ace team
Roadmap refinement
Sprint report
Team Retrospective
Sprint review
Sprint planning
Cerebro
A SAAS-solution for
brands looking for a
publishing framework.
2011 20172015
2010
Digital
consultancy
company
2018
Digital
consultancy
company
Digital
consultancy
company
Publishing
company
Publishing
company
Agency
Digital
consultancy
company
Publishing
company
Agency
SAAS
company
We became a SAAS company.
Thank you

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