Trinity Mirror and Dentsu Aegis are understood to be launching a joint content publishing division through the agency network’s John Brown Media.
It is understood that the business is currently recruiting a team to lead the new entity which is still in early stages but that it will offer brands a new proposition for the burgeoning content marketing sector.
The partnership is thought to have been brokered via former Trinity Mirror chief Mark Hollinshead who is an advisor to both boards.
Neither Trinity Mirror or Dentsu Aegis would comment on the partnership at the time of writing.
Last year Trinity Mirror agreed a branded content deal with digital sports content company Perform that also included the telegraph ahead of this year’s FIFA World Cup.
John Brown Media was acquired by Dentsu Aegis Network in 2015.
Meanwhile, Trinity Mirror has commented on reports that it will complete the acquisition of newspapers The Express, Star and OK! magazine this week for £127m.
In a statement to the stock market it said: “Trinity Mirror plc notes the media speculation over the weekend about it acquiring certain assets of Northern & Shell.
“As previously announced, discussions are ongoing, but there can be no certainty that a deal will be agreed.”