At the beginning of 2020, Arendt called on Maison Moderne’s Brand Studio to help them design and deploy a cross-functional content strategy. The objective of the latter was/is to affirm Arendt’s positioning: to accompany and advise companies on their main business issues, reflecting its ONE ARENDT strategy and its one-stop-shop concept. The company wants to go beyond the status of a law firm to become a true service company.
The storytelling approach allows for the deciphering of strategic transversal themes such as ESG, Cybersecurity, Managed Services, by experts from the different Arendt entities throughout the year.
Based on a strong partnership between Arendt and Paperjam, the Native Advertising concept is innovative on the Luxembourg market. It is based on a multi-tool approach integrating a podcast, as well as the production and amplification of articles and videos. This approach offers increased resonance over time, while allowing the core audience to be expanded.
In addition to offering content with real added value for the targets, the podcast format makes it possible to humanise the discourse, to embody it, to decipher complex subjects and to create a real intimacy between Arendt and the listener.
A successful Native content is complementary of expertise and ambition between two brands. Our collaboration with Maison Moderne goes beyond simple formats, it is a multidimensional achievement.
As proof of Arendt’s agility and as a showcase for its ONE ARENDT concept, the Arendt We Live quickly became a popular event for Paperjam readers and Arendt employees. It quickly asked to be perpetuated. We will have the pleasure of broadcasting the next episode as from 30 March.
In view of this success, the Arendt We Live series was presented at the Native Advertising Awards 2023, an international event organised by the Native Advertising Institute, which brings together the best in the industry every year in Copenhagen.