But never is that truer than in the case of content. And the battleground here is the Content Studio. Of course, they are not universally called that. There are kitchens, centres, newsrooms, hubs, shops, story labs – you name it. But let’s call them Content Studios. By the beginning of 2016, Ogilvy & Mather were operating some 126 of these for our clients around the world. And the demand is increasing exponentially. CONTENT STUDIO: SEVEN BASIC APPROACHES What do they do? There are seven basic approaches: Content Studios need to do seven basic things well: foster community, develop an editorial lens, forge partnerships, be both curators and collaborators, act in real-time, be ready to manage crises and activate in a responsive, always-on manner. Not every studio performs the same functions. And, in some, particular functions are more important than others. But in doing these things any Content Studio worth investing in has to justify itself in two ways.