Women’s online platform the Pool inks content deal with Digitas LBi
The agency is to team up with the multimedia publisher to create more opportunities for the pair’s clients.
Lauren Laverne’s online platform, the Pool, is set to work with global marketing and tech shop DigitasLBi to create branded content.
The BBC 6 music presenter co-founded the site, which is targeted towards busy women, alongside former Cosmopolitan editor Sam Baker. The new partnership was announced by Baker and Laverne during a panel around the future of content today (16 October) at DigitasLBi’s NewFront event.
The Pool, which was launched in April 2015, operates on a unique ‘broadcast’ model, delivering content to a schedule throughout the day, with every piece labelled with the time it takes to consume.
Regular contributors include MasterChef winner and Guardian columnist Thomasina Miers and comedian Viv Groskop.
As part of the deal, DigitasLBi will use 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 clients.
Commenting on the announcement, Jo Morrell, chief commercial officer at the Pool, said: “This partnership allows us to gain greater insight into our audience, enabling us to continually fine-tune our offering and bring even more value to both our audience and our brand relationships.”
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,” he added.