Reading Xerox's brief about what it wants to accomplish with its new brand platform "was sort of an instant aha moment for us," says Hayley Romer, vice president and publisher of The Atlantic. The new strategy, unveiled in August, puts a focus on Xerox's belief that by optimizing how people, processes and technology work together, "Work Can Work Better." The media company and the advertiser have had a longstanding relationship, but this updated positioning felt like an opportunity to do a lot more than just run an ad or write a formulaic content piece about what Xerox was doing. "Anybody …

In its content marketing, JetBlue Airways "shied away from telling a JetBlue story and [is] telling a humanity story." That's certainly the case with the mini-documentary "HumanKinda," starring film maker Bianca Giaever.

As soon as she read that Kim Kardashian had posted an "OMG" rave to more than 40-million Instragram followers about her #morningsickness drug, Diclegis, on July 21, Treato media relations manager Allyson Noonan was envisioning an infographic she could not only share with the site's users and on social media, but also distribute to traditional media outlets. What better way to illustrate the data-mining company's ability to monitor more than a million social media conversations daily, and then to extract insights into consumers' thoughts, experiences and questions about healthcare topics?