Kim Caviness DC Chief Content OfficerEven as a journalist, McMURRY/TMG’s Chief Content Officer Kim Caviness was a content marketer. During her years at the Boston Herald and Outbound Traveler, Kim found that, “as much as I loved writing, I loved editing even more,” she says. “I loved to put together a story in a way that’s gorgeous, that’s smart, that both draws you in and transcends, and that makes people feel and do things they never expected. That’s all packaging, which is just another word for my true love, content strategy.” Yes, Kim uses the word “love” a lot. And her love for her work has led her on an epic journey that began immediately after she graduated from Georgetown University with a degree in English and art history. She found her first job at The Magazine Group, the legacy “TMG” in McMURRY/TMG. As one of a dozen employees, she answered the phone, learned AP style and helped put out a publication. After going on to spend a decade in newspapers and magazines—and taking a few years out to go to film school and make movies—Kim discovered brand journalism at American Movie Classics Magazine and at Condé Nast Traveler, where she produced special advertising sections. Creating content to serve brands: She found she loved that, too. “Strategically creating a content experience requires finding the higher truth and meaning of the brand, after deeply delving into its goals and pain points, and connecting all of that to human beings who want things from that brand,” she realized. “We all have a b.s. factor, and we know when we’re being sold to. We all know when content hits us where we live. That’s what we’re going for, always.” Since “coming home” to McMURRY/TMG a decade ago, Kim has poured her love into creating content experiences for clients across all verticals, consumer and b2b, “to the highest standard, no matter the medium, no matter the platform”—including one of her most recent creations, a WebMD Magazine iPad app that she calls a “maga-site.” The app has won multiple industry awards, and as its downloads approach a million, Kim realizes that the app that she couldn’t have dreamed of as a young journalist at the Boston Herald, where the printing presses thundered in the background, is “one of the most rewarding experiences of my career and life.” As Chief Content Officer, Kim has three essential roles: Holding the bar high on the strategy, quality and results of all content initiatives McMURRY/TMG creates, new and ongoing; building and supporting editorial teams that create best-in-class content for centers of excellence across agency’s industry verticals; and helping ensure that the agency innovates in the right ways for clients’ continued success. All of this is topped off by her seasoned good taste and drive to make great content better, smarter, bolder and more digital—yet always essentially human. Overseeing content at McMURRY/TMG? Yes, she loves it. Kim, who grew up in Puerto Rico and is bilingual, now lives in D.C. with her husband and Lego-loving son, Bob. The moment when we all turn to each other and realize it’s THE ONE: The best, smartest, most strategic and transcendent content experience for the brand. That’s my adrenaline.