Advertising Age | A Responsive Approach to Content Marketing

AdAge

As part of Advertising Age's first-ever Content Marketing series, Code and Theory founder Dan Gardner and Managing Partner Steve Baer co-authored an article on what brands and publishers can learn from each other.

As one of the only creative agencies that designs experiences for both brands and publishers, Gardner and Baer offer a unique perspective on what each industry is doing well, and how they can do better.

The convergence of brand and publisher is only going to get stronger. It's a fascinating time to be in the middle.
Dan Gardner and Steve Baer | Code and Theory

Among other things, the authors touch on how publishers need to act more like brands, by "putting care into distinguishing their product from competitors and truly connecting with their readers." On the other side of the spectrum, brands can learn from publishers on learning to adopt a more fluid style in publishing content.

"A fully responsive philosophy," they argue, "means being comfortable with setting up loose structures around your brand's feature stories for the year, and letting your newsrooms adapt and adjust as these stories are put into the world."

Click here to read the article on AdAge.com.

Continue toThe Things We MakeProject

A Bold Vision for Healthcare

From patient-centric products to back-end systems for providers, we’re reimagining how healthcare is experienced.

Cultivating Community in Government & Education

We’re strengthening some of the most influential institutions through digital-first platforms and communications tools.

Pool
CNN

Reimagining the CNN Magic Wall

Midterm elections 2018

Read More
  • One of the most critical, hotly contested, and highly watched midterm elections ever
  • Modernized a 10-year-old product with a new look & feel and enhanced core feature set
  • Rebuilt the technology from the ground up, focusing on data security and performance

Hours of on-air use for 2018 Midterms

13

Evolving the Financial Services Model

We're transforming an antiquated industry through cutting-edge design—and driving the future of finance forward.

Disrupting the Digital Sports Landscape

We do it for the love of the game—pioneering forward-thinking experiences for sports fans of every stripe.

Promoting Travel & Hospitality

From staycation to spontaneous getaway, we help clients make the journey more exciting and efficient.

Recognition

Code and Theory

DIGIDAY

2019 Creative Agency of the Year
Award Digiday

Code and Theory

Ad Age

2020 Agency A-List
Award Adage

Code and Theory

Ad Age

2020 Best Places to Work
Award Adage

All Work

Get in Touch

Find Us

One World Trade Center,
62nd Floor

New York, NY 10007

More Offices

Work With Us

Press

Careers

See All Open Positions

Continue toSays a LotThe Things We Make

Says a Lot —

Get in Touch

Find Us

One World Trade Center,
62nd Floor

New York, NY 10007

More Offices

Work With Us

Press

Careers

See All Open Positions
,,