- Joining companies such as easyJet, comes sustainable sneaker brand LØCI, and Vodafone Business
- New tools include seamless filesharing, team collaboration and asset approvals, content management and borderless distribution, with purposeful AI, and a Global media database.
Independent creative & content collective, DNA, today announced it has acquired the award-winning content and distribution platform, the Digital News Agency, from The Economist.
Since the acquisition, DNA has reinvested and reimagined the platform, making it one of the most intuitive, innovative and powerful products on the market, making it the ideal platform for not only PR and communications teams but also for marketing and brand teams.
DNA CEO Gabriella Bord believes there is huge potential for the platform as it’s challenging the way things have been done, hence why she’s positioning it at the very heart of her business.
Gabriella explains: “I’m thrilled we’ve been able to bring the DNA into our business, as it’s a really powerful platform that is a joy to use due to its intuitive UX. We believe in this tool and understand the value it brings to brand and comms teams – both big and small. We’ve spent the last 12-months reinventing the business and investing heavily in the platform, so what we now have is a hybrid tool that brings the best features of PR Software and DAM together – built for marketing, PR & Comms and brand teams.”
Gabriella continues; “The DNA will simplify the everyday and time-consuming tasks, and workflows that we know oh so well. From publishing and distributing stories on the fly, to collaborating and approving assets, sharing broadcast quality files and creating media lists for distribution – now we can do all of this and so much more – from one easy-to-use platform.”
Amongst the new features are:
- The introduction of purposeful AI for advanced search, image upscaling and media file optimisation and tagging
- Built-in file sharing that can be managed and shared both internally and externally, with useful permissions settings
- A studio space where teams can collaborate on assets, provide feedback and manage approvals
- Content expiry dates so content is automatically moved to Archive when usage rights or licences expire
- Markets and Language settings to support localised content
Josie Madoc, Content Strategy & Activation Lead at Vodafone Business comments; “We work closely with the team at DNA to create small business advisory content for our V-Hub service which we then distribute across 15 markets. The quality of the content and the relationship we have with them is second to none. Not only that, we’ve created our own internal content hosting platform which is going to make the process of sharing all the great assets with our teams around the world quick and easy – saving us loads of time and effort!”
Raluca Bosinceanu, Marketing Manager at LØCI says; “Working with DNA has been an absolute game-changer for us at LØCI. As a platform dedicated to sharing compelling stories and informative content, DNA has become our go-to destination for all our articles, press releases, and campaign needs.”
She continues; “The team at DNA has been nothing short of phenomenal. Their dedication to understanding our vision and accommodating our every need has made the collaboration seamless and enjoyable. From brainstorming sessions to the final execution, they have been with us every step of the way, ensuring that our stories are not just told but resonate deeply with our audience.”
Alongside its content hosting and distribution platform, DNA also creates content. With a collective of over 200 expert strategists, copywriters, designers and developers, DNA is primed to help create the perfect multimedia content from a blog post to strategic brand campaigns.
