Marketers have always sought to use journalism as a means to deliver brand messages. Little wonder. In a journalistic format, you can do many things that can’t be done through magazine ads, TV commercials, radio, direct, and other channels. In branded-content efforts, marketers can:
- Tell stories that offer depth and nuance.
- Customize their content for specific targets.
- More effectively communicate product characteristics and help prospective buyers envision themselves enjoying the benefits.
- Eliminate the prospect’s perception that they’re “being sold.” It’s no longer a commercial. The brand message is much more subtle.
- Communicate brand values in a compelling and memorable way.
For these and many other reasons, it’s not surprising that marketers use actual journalists to create their custom content, and it’s equally not surprising that entrepreneurial-minded journalists would establish their own agencies and use their skills and professional experiences on behalf of clients. Such is the case with Gastonia, North Carolina-based Wright Creative Agency, which is owned and operated by the husband-and-wife team of Mark and Heather Wright, both longtime journalists for high-profile consumer brands.
From Heather and Mark Wright’s bio: The dynamic duo behind Wright Creative Agency are Heather Keets Wright and Mark W. Wright. Heather, a visionary leader in the agency and branded-content space, has spent over a decade driving innovative work for major, complex clients. In 2015, she co-founded Wright Creative with her husband, sports journalist and documentary filmmaker Mark W. Wright, seamlessly merging their expertise and passions to create a powerful, forward-thinking brand.
We wanted to get a closer look at their work, and the dynamics of a custom-content business, so we recently had an opportunity to chat with the Wrights. Here’s a transcript of our conversation. The Wrights opted to have all of their responses presented as being from both of them.
Fox Tales: You’re both distinguished journalists who’ve worked at top brands. What was the impetus for starting your agency?
Heather Wright.
Heather and Mark Wright: We’ve always had an entrepreneurial spirit, even from the early stages of our careers. While working full-time at top media brands, we consistently pursued freelance projects, long before the “side hustle” became a movement. That drive never faded. For many in our industry, career progression often means fewer opportunities to explore passion projects—but for us, it was the opposite. We reached a point where we knew it was now or never. Taking the leap was both exhilarating and daunting, but we were certain that if we didn’t, we’d always feel like something was missing. So, we bet on ourselves—and we’ve never looked back.
Fox Tales: You’re now 10 years old. What things have you learned about your business and the markets you serve that you’d tell yourselves 10 year ago?
Heather and Mark Wright: One of the biggest lessons we’ve learned is that businesses—and their needs—constantly evolve. What worked three years ago might be obsolete today. As an agency, staying ahead means continuously reassessing the landscape, adapting our approach, and sometimes even redefining success metrics. Agility and innovation aren’t just buzzwords—they’re essential to staying relevant and delivering impact.
Fox Tales: How has the work of a creative agency changed in the last decade?
Mark Wright.
Heather and Mark Wright: The role of creative agencies has transformed dramatically over the past decade, largely due to the rise of social media. The way information reaches audiences has shifted from a top-down approach—where agencies controlled the narrative—to a more dynamic, audience-driven ecosystem. Today, engagement, conversation, and adaptability are key. While this shift presents challenges, it also creates opportunities for deeper, more authentic connections with consumers. The landscape will continue to evolve, and the agencies that embrace this fluidity will thrive.
Fox Tales: What’s the most common request from clients? In other words, what functions do they turn to you for?
Heather and Mark Wright: Clients consistently turn to us for strategic storytelling that drives engagement and impact. Whether it’s content development, brand messaging, or campaign execution, they rely on us to craft narratives that resonate with their audiences. Increasingly, we’re also asked to help brands navigate the evolving media landscape—leveraging data, social media, and emerging platforms to ensure their message reaches the right people at the right time. Ultimately, they come to us for creative solutions that not only tell their story but also deliver measurable results.
Fox Tales: Tell us about the multicultural marketing part of your business. What are a few case studies?
Heather and Mark Wright: Multicultural marketing isn’t just part of what we do—it’s the foundation of our agency. We specialize in helping brands authentically connect with diverse audiences by crafting culturally relevant, resonant, and impactful messaging. A prime example is our work with the NAACP on Twenty20 in Black, a coffee-table book that we wrote and designed to document the pivotal moments of 2020. Through powerful imagery, it captured the Black experience during a year defined by a public-health crisis, a national reckoning on racism, and a historic election. Our approach to multicultural marketing is never one-size-fits-all—it’s rooted in nuance, authenticity, and deep audience insights.