Right before “content” became a thing, five people were squirrelling away trying to design some brand publishing solutions in South Yarra. Four years later it was 35 people, encompassing digital, social, editorial and PR.

It was 2014 when I made the leap from the world of PR - on the promise that I could write all day and not need to hit phones or manage crises. I leapt at it, and it was the start of the most profound period of change in my career. Newsroom, as it was initially called, was a game-changing content offering that helped clients like Telstra, GE Money, Mazda, AGL, and AIA Vitality tell their story in a way that engaged users.

Four years later, the team had grown from five to 35, and handled everything in CHE Proximity that was editorially-led, digital copywriting, social, or public relations. Throughout the (at times tumultuous) journey, we were consistently updating our positioning and pitch narrative to best reflect the growing capability and rapidly changing face of owned and earned communications.