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Cannes Lions Innovation Start-up Winner closes the content-marketing black hole

15 June 2016 07:45


Using content marketing to turn awareness into actual business demands an army of writers and marketers going at it like banshees. Or that was the case until Openr came along, and Openr are making their Cannes Innovation debut this year as the Lions Innovation Start-up Competition winner.

Content marketing is still the poster-child of marketing. It continues to dominate budgets after advertising, and is forecast to keep growing with 70% of CMOs saying they're increasing it in the year ahead. But the ROI is still a black hole. 63% of marketers remain unable to measurably tie all this content sharing - especially on social - back to a tangible business outcome. That's why innovative marketers are turning to Openr as part of their content-marketing stack.

The team at Samsung recently incorporated Openr as part of their native campaign. Expedia included Openr with content shared on social. They know that when consumers are engaged with th content being shared, they're much more likely to tune into a brand message. So when they share or distribute content - be it a great new product review, or helpful blog - they add an Openr message with a direct call-to-action to drive the action they want from that sharing too.

This new way of engaging those already engaged with content is opening up a whole new side to content marketing. One that engages consumers further down the conversion funnel, but in a way that makes sense to them. Unlike digital display the Openr message they see is relevant to the content they chose to read. That's why the average click-through rate on an Openr message is an impressive 5%. For marketers it's all about unlocking the right action, at the right time, with the right audience.

By closing the gap between content-sharing and direct action Openr has been announced as the Winner of the Cannes Lions Innovation Start-up Competition and will be attending Cannes Innovation next week with a showcase in the Start-up Village on Tuesday 21st (Pod 4).

Openr has also been named a British Future 50; a 'world's hottest start-up' by the Global Festival of Media; and named a Must-Have Marketing Tool by Entrepreneur Magazine, despite being just 18 months old.

See Openr in action at and

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Press Contacts

Christina Richardson

Co-founder and MD

Tel: +44 (0)7850220354 or +44 (0)207 759 1240


About Openr

As a disruptive mad-tech platform recently named Future50 and one of Entrepreneur Magazine's must-have marketing tools, Openr is shaking up the world of content marketing.

About Openr:
• New content-sharing platform Openr is all about engaging the engaged: Social and content marketers use our platform to add a message with a clear call-to-action to all the content that they share – on social, on email, even via paid-for distribution - unlocking the right action, at the right time, with the right audience. When consumers are engaged with the content being share, they're much more likely to tune into a brand message. That's why Openr messages get an average 5% CTR;
• Openr was co-founded by established and award-winning entrepreneurial team Christina Richardson and Vitaly Yakovlev;
• Openr was accepted into the leading London accelerator programme Accelerator Academy in January 2015;
• Openr was selected as one of the British Future 50 in March 2016;
• Openr was picked at the winner of the Cannes Lions Innovation Start-up competition in May 2016.

About the founders:

• Christina Richardson – aka co-founder and CMO at Openr – is a bit of a marketing pro. After starting her first business at 19, she went on to spend much of her career managing and growing FMCG brands worth in excess of £100 million, then turned her hand to young start-up brands, and has never looked back since. She is a business mentor at University College London, a Titan for School for Start-ups, a regular speaker at industry events, and has written for the likes of Marketing Donut, and Business Matters, as well as the business publications of GrowthAccelerator, HSBC, BT and Vodafone.
• Vitaly Yakovlev – aka co-founder and CTO at Openr - is the IT brains and visionary behind Openr. At the age of 7 he got his first computer and by the age of 10 he had created and sold his first software - beginning a lifetime of passion for all things techie. He went to the University of Aerospace Instrumentation, so rocket-science is exactly up his street. While studying he developed real-time software systems that were used by the Nuclear Energy, Telecoms and Aerospace industries and upon graduation Vitaly started his software development company that grew to operate in 3 countries on 2 continents – creating bespoke software platforms for large corporations and exciting start-up brands alike.
• The co-founders met when working in CMO and CTO roles for an innovative high-growth start-up in the UK. They then went on to launch award-winning start-up marketing community Brand Gathering (which was acquired in 2015), followed by Openr.

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