Behind the Brand: SJR

SJR combines journalistic rigor and strategic storytelling to help brands build trust, inspire audiences, and navigate complexity worldwide

SJR is WPP’s global content technology agency. Founded in 2004 and with more than 200 team members globally, SJR operates in New York, London, Los Angeles, Toronto, and Sydney.

SJR was founded on a newsroom model. We built our agency around former journalists with deep, sector-specific expertise, and paired them with content, communications, and creative pros, to create multiformat brand storytelling that travels. We apply editorial rigor to create multiformat content that helps companies own their narratives, decode complexity, transfer knowledge, and build trust. We do this with unparalleled speed and flexibility.

Seamless Collaboration with VML Creates Connected Content Experiences

SJR and VML’s strengths are complementary, and our agencies already work closely across several clients like Shell, HSBC, Qualcomm, Coca-Cola and others. SJR’s strategic brand journalism, AI-driven tech, and proven track record in B2B content and communications work in tandem with VML’s strengths in BX, CX, and commerce. SJR amplifies and contextualizes VML-led campaigns, unlocking innovative and creative ways to connect with audiences.

Driving BX, CX, and Commerce Excellence Through Storytelling and Innovation

Several VML clients are already testing out GX Manager, SJR’s proprietary AI-driven solution that blends website content, conversation, and machine learning to generate unique, reactive and dynamic web pages for every visitor. GX Manager allows our clients to create personalized web experiences and customer journeys. It’s the first such tool on the market, giving our clients a distinct advantage in terms of the generative experiences they can create.

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Loud & Clear

Client: Spotify

This marks our fifth year partnering with Spotify to tackle misinformation surrounding how artists and songwriters are compensated for streaming. Our editorial and creative teams transform raw data into compelling narratives, crafting tailored stories, videos, animations and infographic for media outlets, industry professionals, stakeholders, artists, and fans alike. These efforts span three languages and are integrated into a comprehensive digital media kit, an internal newsletter reaching 9,000 employees, custom Slack emojis, and engaging stories distributed across Spotify’s various channels — including its flagship platform, For the Record.

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Breakthroughs

Client: GE HealthCare

SJR collaborated with GE HealthCare to launch a multiformat content campaign, focusing on the trends that will define the next decade of healthcare. Leveraging key opinion leaders and expert voices across the business, we created an interactive long read, which included video, audio, and data visualization. Launched through an organic, paid, and partnership ecosystem, the result led to high engagement rates and increased web traffic.

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Interac

Client: Interac

Interac partnered with SJR to develop a robust thought leadership and content platform to solidify its position as a leading innovator and top employer in the Canadian fintech space. Over our seven-plus-year partnership, we’ve supported Interac in delivering expert insights on the Canadian payments landscape, strengthening brand loyalty through educational content, and showcasing Interac's expertise.

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SJR London Team

SJR U.S. Team

Fostering Creativity, Collaboration, and Shared Growth at SJR

At SJR, we’re a team of thinkers and creators driven by curiosity and passion. Our work culture is built on the foundation of valuing individuality, encouraging uncommon talents, and fostering collaboration to achieve shared growth. We prioritize creating an environment where everyone feels respected, heard, and understood, empowering our team to stretch their skills, explore new ideas, and continuously learn. It’s this commitment to inclusivity and innovation that sets SJR apart and fuels our success.

Selena Cameron

Global CEO

Selena is an award-winning leader with more than 20 years' experience as a communications and content strategist consulting to global Fortune 100 companies. She serves on the board of The Content Marketing Association, is a mentor at The Brixton Finishing School. Selena also regularly contributes to marketing publications and industry award panels, having been recognized as an AI trailblazer in ADWEEK’s inaugural AI Trailblazers Power 100 list.

Tara Hauser-Pope

Head of North America

Tara is a communications and content marketing leader with 20-plus years of global experience in both agency and client-side roles. Her relentless curiosity activates insights and creativity that deliver business results, shape narratives, decode complexity, and engage the right audiences.

Tom Probert

Managing Director, Head of EMEA

A business leader with a challenger mindset, Tom brings a unique background in strategy and operations with a proven track record in growth. He has extensive experience in brand transformation, consumer research, end-to-end innovation strategy, and in-market implementation.

Meredith Montgomery

Managing Director, Head of Canada

Meredith is a seasoned communications leader and storyteller with a background in media relations, social, digital, and advertising. With extensive agency experience, she leads teams of multidisciplinary, award-winning specialists across editorial, public relations, and influencer campaigns.

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