NewsLifeMedia CEO Nicole Sheffield has announced the launch of LifeLab, NewsLifeMedia’s premium storytelling agency which will offer end-to-end content solutions, from creation to distribution.

LifeLab is the content studio behind Australia’s leading lifestyle brands and award-winning storytellers at NewsLifeMedia, bringing together its trusted, premium, credible brands, content creators, influencers and credible data for advertisers and marketers.

LifeLab offers content creation services including digital, mobile, video, events and creative, to name a few, to empower brands to act as publishers and deliver bespoke content solutions to best utilise their owned and earned assets.

Sheffield said: “We know that expert content is 88 per cent more effective than branded content*. NewsLifeMedia is a content creation business specialising in quality lifestyle content and experiences. With this expertise our new content business LifeLab is already a step ahead as we know how to engage and maintain our audience’s attention – it’s what we do every day.

“We are able to track what our consumers are reading and sharing to unlock what’s resonating with them. Combined with the editorial craft of our expert writers, content and video producers we can create every element that will connect with consumers through trusted content. This can then be distributed via our premium platforms and also distributed and amplified by News Corp Australia.

“Since previewing LifeLab at the AANA RESET conference last week, we have been overwhelmed with the response, from immediate interest to locked-in briefs. I’m very confident LifeLab will be a leading force in lifestyle content solutions in this country.”

LifeLab includes NewsLifeMedia’s state of the art studios which offer multiple content services and activation space across video, photography and experiential. Among other features, NewsLifeMedia Studios all have fully-functional commercial grade kitchens.

The newly formed entity is being overseen by NewsLifeMedia’s chief operating officer Robin Parkes while she recruits for a head of LifeLab. All immediate enquiries are going through commercial director Sev Celik.