Former Ogilvy PR London head Ross Cathcart has resurfaced at FirstWord, a new content marketing firm led by former Daily Telegraph executive Adrian Michaels. Michaels, formerly sponsored and creative content chief at the newspaper, has assembled a team of journalists and content specialists for the new venture. Cathcart takes on the role almost three years after he left Ogilvy PR to work as a independent consultant. Michaels and Cathcart are joined by designer and creative partner Paul Bagshawe. Former FT Weekend editor Andy Davis and Telegraph City reporter Amy Wilson will consult for FirstWord on a project basis. Michaels believes that advertising and PR agencies "aren't up to the job" when it comes to content creation. "The skills needed to create content at the right quality, volume and frequency to make an impact on Twitter or to catch Google’s eye are more likely to have come from a newsroom than to be found in adland." "We built the most formidable newspaper content operation at the Telegraph, and it is clear to me that marketing and journalism have been on a collision course for some time," added Michaels. "FirstWord is part of a new breed of agency born out of that collision. Our goal is to help to give clients all the skills they need to crack the content code, and to win over audiences on their own, already owned, platforms such as websites, blogs and social media channels." The firm launches with client engagements from Deutsche Bank and CNH Industrial, the global company that recently demerged from Fiat Group.