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Guardian to explore 'human' side of business with B2B branded content service

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By Jessica Goodfellow | Media Reporter

November 16, 2017 | 3 min read

The Guardian is courting big brand advertisers looking to grow their enterprise divisions with the launch of a B2B service that aims to communicate the 'human' side of business.

The service will sit within the publisher's branded content division, Guardian Labs.

The publisher has tapped Facebook, Post Office, Thomson Reuters and Henkel as launch partners for the division, all of whom are looking to market the services they offer to businesses or entrepreneurs.

Guardian courts businesses with B2B branded content service

Guardian courts businesses with B2B branded content service

The four launch clients join existing Guardian Labs partners Vodafone (via MEC), Kia Motors UK – Fleet (via Havas) and Aldermore who will also have campaigns live for launch.

The section was created by Guardian Labs executive editor, Imogen Fox, who has formed an editorial team within Guardian Labs to commission and create pieces covering a range of topics such as growing businesses, entrepreneurs, responsible leadership, technology and work/life balance. The editorial team will work alongside the publisher's commercial features desk, studio and strategists.

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The site has been developed by launch editor Rupert Steiner, formerly chief city correspondent at the Daily Mail, and city editor of The Business. Steiner will head up the B2B editorial team, who have been tasked with delivering content three or four times a day. This will run alongside pieces funded by advertisers that aim to drive conversation among the business community, ranging from articles, to videos, to podcasts.

Imogen Fox, executive editor, Guardian Labs said: "The new site reflects the demand our business community has for stories that go beyond the numbers and big corporations and focus on the people that drive business.

"We will explore the human side of how businesses function, improve and innovate with the best in class journalism for our loyal, intelligent and influential readership. I’m delighted to launch with a range of top name brands and campaigns that set a new standard for smart and effective branded content."

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