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.
Artificial and Human Intelligence: A Combination for Maximum Results
Artificial intelligence is here to stay, and when we combine it with human intelligence properly and effectively, we can achieve maximum benefits. This was the key takeaway from the World Media Intelligence Congress of FIBEP, hosted in Limassol by Clip News as the Host Sponsor, under the theme “Beyond Algorithms: Unleashing the Power of AI for Strategic Decision-Making”. From October 23 to 25, experts, professionals, and industry leaders discussed the role of artificial intelligence in the Media Intelligence sector, focusing on topics such as misinformation, cybersecurity, data analysis, PR & Marketing, and strategic decision-making.
In a world where even real-time isn’t always fast enough, artificial intelligence is a catalytic partner in processing big data, identifying trends, and reducing “noise.” Combined with human experience and intelligence, it propels Media Intelligence into a new era, providing immediate and high-quality information and analysis.
“This is the core philosophy of Clip News. We recently announced the creation of our own AI tools, based on Greek language models. With our extensive experience in providing media monitoring and analysis services, we are in a position to harmoniously and effectively combine the latest technology with the expertise and specialization of our analysts,” stated Clip News CEO Theofilos Argyriadis.
Key Insights from the Congress
- George Michailidis, Cyprus Commissioner for Communications, outlined the latest developments in efforts toward cybersecurity in Cyprus and the EU. He emphasized the importance of investing in artificial intelligence research and the need to train professionals, the workforce, and society as a whole.
- Konstantinos Kattirtzis, Channel Partner Lead – LSPs at Microsoft, highlighted that artificial intelligence is already present and offers immense opportunities. If utilized correctly, AI has the power to significantly improve people’s lives, offering solutions that make daily tasks easier and more efficient.
- Eduardo Ordax, Principal GTM Generative AI at Amazon, stressed that AI will be integrated into every aspect of our lives and that adopting this technology is essential to add value for customers.
- Amrita Sidhu, Managing Director of Medianet, gave an insightful presentation on integrating AI into business operations, emphasizing communication, experimentation, and the necessity of clear objectives.
- Theofilos Argyriadis, Clip News CEO, underscored the power of AI in data processing, helping us delve deeper, uncover patterns, predict trends, and make faster, more accurate decisions than ever before.
- Katerina Kechagia, Vice President of FIBEP and Clip News, moderated a panel with Virginia Padovese, VP of NewsGuard, and Michalis Sirivianos, Dean of the School of Engineering and Technology at CUT and from MedDMO (Mediterranean Digital Media Observatory). Together, they shared valuable strategies for revealing truth in the AI era and combating misinformation.
- Anna Tsenova, Marketing Director of Updata One, and Eva Karasmani, Director of the International Department at Clip News, participated in the Young Leaders panel, exchanging views on their ideals, the biggest challenges they face, and the transformative role of AI in reshaping the landscape.
FIBEP State of the Industry Report 2024
On the second day of the conference, Katerina Kechagia, Vice President of FIBEP and Clip News, presented the findings of the “FIBEP State of the Industry Report 2024.” The research aimed to uncover key trends, challenges, and opportunities in the Media Intelligence sector for 2023-2024. It provided valuable insights into how companies adapt to an evolving landscape shaped by AI, technological advancements, intellectual property management, and changing regulations.
An Optimistic Outlook for the Future of Media Intelligence
The conference concluded with optimism for the future, emphasizing that strategic investment in technology and adaptation to ever-changing conditions are critical for success. The Media Intelligence sector remains robust and resilient despite challenges, with companies anticipating growth driven by technology, innovation, and staff specialization.
Clip News remains committed to innovation and the continuous training of its team, ultimately aiming to deliver high-standard media monitoring and analysis services.
FIBEP is the International Association of Media Monitoring Companies, of which Clip News has been a member since 2002, contributing to the Association’s efforts in various roles. Clip News also hosted the global conference in Thessaloniki in 2011.
Although Clip News has over three decades of experience in the Media Monitoring & Analysis sector, it continues to innovate and adapt to the challenges of the modern digital world. Through the development of Artificial Intelligence tools and the expertise and experience of its analysts, it offers new capabilities to all communication professionals.
In today’s era, where technological advancements, particularly artificial intelligence, are transforming communication, Clip News has strategically invested in maintaining its leadership in the Media Intelligence sector. The company’s Chairman and CEO, Theofilos Argyriadis, along with Managing Director Theodoros Anastasilakis, Vice President Media Intelligence Katerina Kechagia, Reporting & Analysis Manager Anna Plomaritou, and IT Manager Aspa Nasiou, explain how the combination of AI & Human Expertise emerges as the ultimate tool for companies’ marketing and communication strategies.
MW: What is Clip News’ philosophy and how has the company evolved over the last 30 years?
Theofilos Argyriadis: Our primary focus has always been to provide reliable and immediate information to the businesses that trust us, alongside advanced analyses that decode the messages they receive and transform them into action. The triad Monitor – Analyse – Predict perfectly encapsulates our philosophy. Our vision for the future is to remain pioneers in the Greek market, offering innovative services that combine technological advancements with our team’s expertise. Through strategic collaborations, such as with the Aristotle University of Thessaloniki, and keeping a close eye on global developments in Media Intelligence, our goal is to deliver tools that enable brands to deeply understand their reputation, identify opportunities and threats, and make real-time strategic decisions.
MW: Intellectual property rights are a hot topic. What are the latest developments and how does Clip News ensure compliance?
Theofilos Argyriadis: Clip News is fully licensed for the media monitoring services it provides. We were among the first companies to participate in the Licensing Program (ΑδΥΑ) of the Greek Collecting Society for Literary Works (OSDEL), initially for print media and, as of August 2024, for the internet as well. This program ensures that all parties involved operate legally, respecting the effort and investment of the Greek media, both print and online. This licensing guarantees that creators’ intellectual property rights are respected and compensated, allowing our subscribers to use monitoring services without legal concerns. It is therefore crucial that those receiving monitoring services, whether from print or online media, choose a company participating in the ΑδΥΑ program.
MW: You recently developed your own AI tools. What exactly do they offer?Aspa Nasiou: In collaboration with the Intelligent Systems Lab (IS Lab) of the Department of Informatics at Aristotle University, we developed
AI tools for media data analysis. These tools are based on Greek language models, enabling us to achieve high prediction accuracy regarding data sentiment. For the first time, we can recognize emotions (sadness, joy, anger, etc), detect hate speech, and identify irony. Additionally, these AI tools enable automatic tagging for every reference and data clustering since our algorithm understands the content of every collected reference.
MW: Are there other areas where AI solutions are applied in your services?
Aspa Nasiou: Clip News has made a comprehensive investment in artificial intelligence to enhance its entire service range. We have developed an updated version of our platform “Clip News Portal” incorporating advanced AI tools that automate processes. This enables us to analyze large volumes of data in real-time, delivering more accurate and up-to-date analyses. Furthermore, we will soon offer data visualization and analysis through interactive Power BI dashboards, uniquely combining offline and online media. Looking ahead, we plan to invest further in developing AI tools to strengthen our ability to monitor and analyze data, focusing on communication patterns and the prediction of threats and crises.
MW: What does Media Intelligence mean and how do Clip News subscribers benefit from it?
Katerina Kechagia: Media Intelligence refers to the collection, analysis, and use of media data to support business decisions. Businesses benefit by identifying consumer trends, improving product strategies and brand image, and analyzing competition. By monitoring discussions on social media and other media, they can make data-driven decisions rather than relying on assumptions. Media Intelligence transforms raw data into actionable insights.
MW: What is the significance of Reporting & Analysis services?
Anna Plomaritou: These services are critical for understanding and interpreting media data, enabling communication professionals to leverage them to gain deeper insights into market trends, identify influencers affecting their audience, and measure the effectiveness of their messages. We provide daily concise summaries of key publicity points in Greek or English, as well as quantitative and qualitative analyses, offering valuable insights into public perception of each brand, the main issues of interest, and how they compare to competitors. In a rapidly evolving environment with an ever-increasing volume of information and new communication channels, our services are essential for designing an effective marketing strategy.
MW: How do you combine artificial intelligence with human expertise in your Reporting & Analysis services?
Anna Plomaritou: We believe that the combination of artificial and human intelligence provides the best possible service. AI helps us quickly and accurately analyze vast amounts of data. However, analysts are the ones who shape the final conclusion, validate the data, and pinpoint critical aspects that may influence a company’s reputation. Media analysts add a human dimension, which is essential for interpreting data. This AI and Human Expertise combination enables us to deliver the most reliable insights and serves as the competitive edge of our services. It plays a decisive role in both preventing and managing publicity crises. The smart alerting system helps brand and marketing managers anticipate potential PR crises, while real-time data analysis allows them to respond appropriately and manage their communication effectively.
MW: How does your presence in international organizations impact the development of Clip News and what are the next steps following your expansion to Cyprus?
Katerina Kechagia: Clip News is an active member of FIBEP (International Association of Media Monitoring Agencies) and AMEC (International Association for Measurement and Evaluation of Communication), gaining access to international practices and technological advancements in publicity analysis. Membership in AMEC certifies the high-quality Media Analysis services we offer. Notably, within just a year of joining AMEC, we were shortlisted for the AMEC Communications, Research and Measurement Team of the Year (Small) award, recognizing our achievements in technology, investments, growth, and data-driven analysis services. Our focus is expanding into new markets, as demonstrated by our entry into Cyprus, where we are the only licensed company by the Cyprus Publishers Association to provide monitoring and analysis services. Highlighting the importance of new markets, we decided to host this month’s annual World Media Intelligence Congress of FIBEP in Cyprus, focusing on AI and its transformative impact on our services.
MW: You have successfully implemented a hybrid work model with employees across Greece. How challenging was this and what are the key elements of its success?
Theodoros Anastasilakis: Effective collaboration is key to the work models we have implemented at Clip News. These models were successfully developed during the Covid-19 pandemic and have continued, offering on-site, remote, and hybrid work options. With invaluable support from the Human Resources department, we have created a pleasant and supportive work environment and a close-knit team, despite being dispersed across various cities in Greece. Additionally, we have invested in a specialized internal training system (LMS) to continuously enhance our team’s skills and knowledge. At the same time, we place great emphasis on our social impact, supporting local communities, associations, and organizations through CSR activities in Athens and Thessaloniki, providing opportunities for all our people to participate.
MW: How do you see the future of Clip News with the continuous technological advancements?
Theofilos Argyriadis: Artificial intelligence will continue to play a central role in our evolution. However, we firmly believe that human expertise is irreplaceable. We will continue to invest in combining both of them to deliver services distinguished by accuracy and strategic value. Our next step involves exploring new markets and developing innovative services that meet the needs of modern businesses with speed and precision.
This interview was published in the 1693 issue of Marketing Week.
In a remarkable acknowledgment that highlights its commitment to innovation and quality, Clip News has been honored with the “AMEC Communications, Research and Measurement Organization of the Year” award in the small-sized business category. This distinction, awarded by the International Association for the Measurement and Evaluation of Communication (AMEC), is one of the highest in the global communications industry.
For Clip News, this recognition is not merely a corporate achievement but a validation of the impact that media monitoring and publicity analysis solutions can have on the planning of modern communication, PR, and marketing strategies.
The Significance of the AMEC Award for Clip News and its Clients
The AMEC recognition, from a global leader in setting standards for communication measurement and evaluation, marks a significant milestone. The “Global Communication Effectiveness Awards” are known for their rigorous criteria, acknowledging only the most innovative and impactful companies in the sector.
“Clip News is the first Greek company in the industry to be distinguished by AMEC. We are proud that the company is recognized as an entity for its technological evolution, investments, internal organization and operations, and high-level media intelligence services” stated the company’s CEO, Theofilos Argyriadis.
The company was recognized as “Organization of the Year” after an evaluation of its performance in the following categories: 1) Technology & Investment, 2) Data, Engagement & Insights, 3) Thought Leadership, 4) Turnover Growth & Footprint, 5) Achievements in Development.
Promoting Excellence in Media Monitoring & Analysis
As a leader in media monitoring & analysis in Greece and Cyprus, along with international accounts in its portfolio, Clip News has a long history of transforming raw data into actionable insights. It offers a comprehensive range of services, including monitoring online and offline media (internet, social media, print, radio, television), qualitative analysis of publicity data, and tailor-made publicity reporting.
Through these services, Clip News supports clients in designing their communication strategies, tracking the image of brands and their competitors, identifying emerging trends, and evaluating sentiment (positive, neutral, negative). This enables businesses to respond strategically to developments, manage their reputation effectively and have real-time updates in the event of a PR crisis.
The Power of Qualitative Analysis and Insights
A cornerstone of Clip News’ success is its commitment to providing actionable insights by combining quantitative and qualitative metrics, aligned with the international standards for communication measurement and evaluation advocated by AMEC. Going beyond publicity data, Clip News offers qualitative analysis that directly enhances communication, PR, and marketing initiatives.
“Our participation in AMEC as an official member has strengthened our emphasis on qualitative publicity analysis. Our solutions are tailored to each brand’s needs, helping our clients see beyond the numbers” stated the company’s Vice President, Katerina Kechagia.
Continuing to Set the Standards in Media Intelligence
Clip News remains dedicated to investing in technology, integrating AI tools, and in a highly trained team, enhancing its capacity to monitor enormous amounts of publicity data, especially on social media. This commitment to growth ensures that it will continue helping businesses understand their media presence, make data-driven decisions, and respond effectively to this dynamic environment.
The announcement of winners and the award ceremony took place in London on November 7, 2024.
Clip News has been an official member of the International Association for the Measurement and Evaluation of Communication (AMEC) since December 2023.
New trends in Communication and Public Relations require advanced Monitoring & Media Analysis services, as well as reliable data.
In a world where communication decisions and strategic plans are driven by data, what better tool for PR, Communication professionals and Marketers, than to have immediate access to all the information they need, derived from a balanced combination of human expertise and AI tools.
This is exactly the path that Clip News follows with custom media monitoring and analysis solutions, representing the latest developments in the Media Intelligence industry.
The Power of Information: The Future of Business Growth
When professionals receive accurate data from all media sources and precise media analysis reports, they have a comprehensive overview of public perception, along with the factors that influence their business reputation. With Clip News services, professionals can gain a competitive edge by having:
- Real-time Monitoring: Monitoring and data collection from print, internet, social media, television, and radio, 24/7, along with alert notifications. Real-time monitoring ensures immediate and accurate information.
- Reporting and Analysis: Daily reports summarizing brand publicity, as well as monthly quantitative and qualitative analyses with useful metrics for a comprehensive assessment of media exposure.
- Reputation Management: All of the above contribute to brand reputation management, providing ideal tools for preventing and handling potential threats (crisis management).
- Content Strategy: With a complete view of your publicity, identifying opportunities for further growth is certain, while ensuring that the brand’s message reaches the right audience in the most effective way.
Innovation and Continuous Development
Analysts should not limit themselves to merely collecting data but should go deeper by analyzing and interpreting the information to reveal trends, opportunities, and threats. Continuous education ensures that analysts are up-to-date with the latest developments and can offer high-value-added services.
What completes the optimal deliverable result is investment in cutting-edge technologies, as artificial intelligence (AI) has now become an integral part of everyday life. Through advanced machine learning algorithms, vast amounts of data can be processed faster, identifying patterns that may have been overlooked by human analysis. This combined approach of human and artificial intelligence enables the creation of personalized services.
Clip News’ success for more than thirty years is built on precisely this combination. Its services are the solution every Public Relations, Communication, and Marketing professional seeks to make the most of the data that emerges from a brand’s publicity.
This article was published on marketingweek.gr on September 18, 2024.
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