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Theofilos Argyriadis, CEO of Clip News, spoke to adbusiness about the company’s innovative services, such as LinkedIn Monitoring, the use of Augmented Intelligence in Publicity Reporting, and managing PR crises with specialized monitoring tools.
adb: Mr. Argyriadis, Clip News has a 33-year history. Where does the company stand today, and what are your most significant achievements?
Th. Argyriadis: Clip News is the oldest Media Monitoring & Analysis company in Greece, with offices in Athens, Thessaloniki, and Cyprus. We are the most trusted partner for major companies in Greece and abroad seeking to understand their publicity. Additionally, our collaborations with organizations such as FIBEP and AMEC, as well as with leaders in Media Monitoring Platforms like Brandwatch, strengthen our vision. Our recognition by AMEC as “Organization of the Year 2024” in our category is proof of our commitment to innovation and quality.
adb: This recognition brings Clip News into the international spotlight. What does it mean for your clients?
Th. Argyriadis: In November 2024, we were distinguished by AMEC, the International Association for the Measurement and Evaluation of Communication. As the first Greek company recognized by this international organization, we are particularly proud of this achievement, as we were evaluated against strict criteria in five areas: 1) Technology & Investment, 2) Data, Engagement & Insights, 3) Thought Leadership, 4) Turnover Growth & Footprint, and 5) Achievements in Development. This essentially translates to providing our clients access to advanced media intelligence tools and high-level, personalized publicity reporting services based on international standards.
adb: What role do partnerships play in your growth?
Th. Argyriadis: Our collaboration the International Federation of Press Clipping Agencies (FIBEP) since 2002 has enabled us to offer monitoring services internationally and expand our clientele with European organizations and multinational companies. Our inclusion in AMEC in 2023 allowed us to adopt the highest standards in communication measurement and evaluation. Additionally, our partnership with Brandwatch, a global leader in Digital Listening, enables us to deliver real-time insights from the Internet and Social Media, providing competitive tools and strategic planning capabilities for PR agencies and communication professionals.
adb: The success of a company often lies in its people. What is your approach?
Th. Argyriadis: Our people are the core of Clip News. We invest in their development, offering a wide range of benefits, from lifelong learning opportunities to psychological support and expenses coverage for postgraduate programs. We focus on creating a culture that promotes innovation and excellence. Investing in our people contributes to their self-fulfillment.
adb: Tell us about the services you offer and your innovations.
Th. Argyriadis: Clip News provides 360° Media Monitoring & Analysis services, from clipping to specialized publicity data analysis. We cover all Social Media, with the latest addition being TikTok, and have upgraded our Reporting & Analysis services by combining AI technology with the expertise of our analysts. We also adopt Augmented Intelligence, which complements human intelligence with AI to enhance rather than replace it. This approach allows us to offer cost-effective solutions, with technology handling repetitive processes while media analysts focus on tasks requiring strategic thinking and specialized analysis. The journey from data to actionable insights through analytics is a hands-on experience for us and added value for the brands that trust us.
adb: How do you adapt to the evolving needs of the market?
Th. Argyriadis: In January 2025, we are officially launching the LinkedIn Monitoring & Analysis service. Businesses use the platform not only for branding but also for relationship-building and marketing activities, as users in Greece now exceed 700,000, with over 50,000 corporate accounts. Our service provides insights into posts, influencers, and discussions related to each brand and its competition. This is a tool for deepening data democratization, enabling companies and organizations to provide their teams with the necessary depth of analysis to identify opportunities and design targeted campaigns.
adb: A PR crisis is a constant concern for many companies. How does Clip News help manage them?
Th. Argyriadis: We have developed specialized services for crisis management, combining cutting-edge technology and human expertise. The Crisis Summary Report provides 24/7 updates with summaries highlighting the key points of a publicity crisis, accompanied by sources and audience comments. The Crisis Analysis Report delves deeper both quantitatively and qualitatively, offering metrics such as volume of references (Buzz), volume over time (Evolution), and Sentiment Analysis (positive, neutral, negative). With these solutions, communication and PR professionals gain an immediate comprehensive view, enabling them to respond quickly and effectively.
adb: What is your vision for the future of Clip News?
Th. Argyriadis: Remain at the forefront of technology and exceed expectations. Clip News will continue investing in AI tools to offer flexible media monitoring services that enhance competitiveness and add value. In this way, we will remain a strategic partner for brands, helping them turn publicity data into business success.
The interview was published in adbusiness on December 16, 2024.