BRINK is a creative digital agency who believes there is a lot of waste among marketing and communications agencies: waste in time, resources and opportunity. This is why the agency of record is becoming an endangered species and more innovative brands are building in-house content studios. Agencies have to adapt to survive.That is the our mission with the BRINKdown, a new series that cuts the nonsense and examines the practical actions we should be taking to best serve our clients. The series is produced by BRINK, a DC-based creative studio that connects art and technology to solve human problems. BRINK recently launched a unique lightweight content studio called the Social Studio, learn more at:

Episode 4, below, focuses on the value of an authentic real-time content strategy. Companies should show their human side and uncover the compassion, sense of humor, or whichever qualities best align with the brand. Vulnerability through authentic content is key to developing brand loyalty and real-time content is the ideal tool for the job.

(Check out episodes one, two and three.)

About the author: Zeina Peterson is an Executive Assistant at BRINK and media influencer (in progress) who has a passion for media and the instrumental platform it creates. Zeina received her B.A. in Journalism at the University of Arizona and was an intern for BRINK once upon a time assisting in website and social media projects. She continues to quench her thirst for media knowledge at the U of A as a graduate student and is ecstatic to be part of the BRINK team. Questions?  You can reach her at

(BRINK is a Capitol Communicator sponsor.)

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