Global publisher BBC has jumped on the content marketing bandwagon, launching a new content marketing team called BBC StoryWorks. The team will sit within BBC Advertising.
The new division will be led by Richard Pattinson, a former BBC, who has been appointed senior vice president of content. The BBC StoryWorks team, based in Singapore, Sydney, New York and London, will span the globe offering clients content solutions built on compelling narratives that will engage audiences.
Pattinson said: “The BBC has many decades’ experience of delivering creative content that intuitively connects – we know how to find the stories that our audience cares about. Now it’s time to put that strength to work and set the bar high for content marketing.”
Carolyn Gibson, executive vice president, BBC Advertising, added: “BBC StoryWorks has been set up to bring BBC editorial quality and values to the fast-moving world of content. It brings together the boldness and innovative qualities of a creative studio with the agility, responsiveness and timeliness of the news room.
“It taps into the deep creative strength of the BBC, to deliver content for brands that captures audiences’ attention in ways that no other publisher can.”
The new team will offer clients:
- Branded content – commercial content owned by the brand.
- Partnered content – content produced in collaboration with advertisers.
- Sponsored content – content produced by the BBC, with advertiser sponsorship.
As well as working with partners on events, research and social media to engage with customers more directly.
Image via The Guardian.
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]