DigitasLBi Announces Content Marketing Partnership with The Pool
Global marketing and technology agency
DigitasLBi has today announced a
content marketing partnership with The
Pool, the digital content platform for busy women.
The agency announced the partnership
at Friday's DigitasLBi UK NewFront, in front of an audience of senior marketers
and industry influencers. The Pool’s founders, broadcaster Lauren Laverne and
award-winning magazine editor Sam Baker, both appeared on a panel on the future
of content at the event.
The deal will see DigitasLBi and The
Pool work together to co-create potential content opportunities for brands. The
partnership will deliver added value to DigitasLBi’s clients and enable the
agency to further its efforts to create highly engaging branded content.
Simultaneously, the agreement will enable The Pool to gain a deeper insight
into its rapidly growing audience base to enhance its editorial strategy and advertiser
offering.
As part of the deal, DigitasLBi will
use its suite of insight tools to provide The Pool with social media analysis
and audience insights in order to better tailor its editorial strategy and
improve its advertiser offering. In return, DigitasLBi will have access to The
Pool’s new content verticals and the opportunity to co-create bespoke content
for its clients.
The Pool, which was launched in
April 2015, operates on a unique ‘broadcast’ model, delivering content to a
schedule throughout the day, every piece labelled with the time it takes to
consume. The company builds multimedia partnership packages for a select group
of brand partners.
Michael Islip, Chief Executive, UK, DigitasLBi, said: “The Pool represents the next generation of publishers, with a unique approach to content creation and distribution. This partnership will enable The Pool to harness industry-leading audience insights and will mean we can offer our clients access to their carefully curated and highly relevant content.”
Jo Morrell, Chief
Commercial Officer, The Pool, said: “The Pool harnesses its influential pool of talent to
create inspiring, original content for busy women. This partnership allows us
to gain greater insight into our audience, enabling us to continually fine tune
our offering, bring even more value to both our audience and our brand
relationships, and support our ambitious growth plans.
