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BBC Worldwide Launches Branded Content Team

BBC Worldwide, the commercial arm of the BBC, today announced the launch of a new content marketing team called BBC StoryWorks, sitting within BBC Advertising.

Announcing at Cannes Lions 2015, the new division will be led by Richard Pattinson, a former BBC journalist with over ten years’ experience, who has been appointed SVP of Content, based in London. The BBC StoryWorks team, situated in Sydney, Singapore, New York and London, will span the globe offering clients content solutions built on compelling narratives that will engage audiences. Jelena Li will be the Content Solutions Manager ANZ based in Sydney, responsible for implementing the BBC StoryWorks content proposition in this territory.

With Richard’s wealth of deep editorial expertise garnered from roles as a commissioning editor for the BBC’s global news services, a senior broadcast journalist on shows including Newsnight, Programme Editor for This Week and as a news journalist for the BBC, ITV and CNBC, he will bring newsroom values into this new content marketing team. He will ensure all content created is bold, innovative and compelling and carries the BBC’s mark of quality and impartiality. Richard joins a team with a wealth of existing expertise in brand partnerships and commercial production, and which will be enhanced with strategic and digital innovation hires over the coming weeks.

BBC StoryWorks will form part of the wider award-winning BBC Advertising portfolio and will work in partnership with brands that complement the BBC’s content across BBC Worldwide and BBC Global News Ltd’s digital and TV platforms. These include BBC World News, Top Gear, BBC Good Food, BBC World Service, BBC Worldwide channels and, the latter of which reaches a global audience of more than 80 million unique browsers per month. Elsewhere, on social media platforms BBC World News’ Facebook page has over 10 million likes and the BBC is the world’s most shared news brand on Twitter.

Richard Pattinson, SVP of Content said: “The BBC has many decades’ experience of delivering creative content that intuitively connects – we know how to find the stories that our audience cares about. Now it’s time to put that strength to work and set the bar high for content marketing.”

Carolyn Gibson, EVP, BBC Advertising, added: “BBC StoryWorks has been set up to bring BBC editorial quality and values to the fast-moving world of content. It brings together the boldness and innovative qualities of a creative studio with the agility, responsiveness and timeliness of the news room.

“It taps into the deep creative strength of the BBC, to deliver content for brands that captures audiences’ attention in ways that no other publisher can.”

The new team will offer clients:

  • Branded content – commercial content owned by the brand.
  • Partnered content – content produced in collaboration with advertisers.
  • Sponsored content – content produced by the BBC, with advertiser sponsorship.

As well as working with partners on events, research and social media to engage with customers more directly.

BBC Advertising is well known for delivering a high pedigree of work that connects brands and content. Recent campaigns include: Brand USA, which promotes tourism to the United States. The campaign saw BBC Advertising create a series of two-minute commercial films, securing major Hollywood movie directors such as Spike Lee, John Avildsen, David Frankel and John Lee Hancock, to share their personal insights into their relationship with a particular city. The beautifully-crafted commercials ran on BBC World News and In the UK, the team closed a deal with Visit Britain and British Airways, who are running a digital campaign on the creation of a new ‘horizontal’ featuring content telling the story of Britain across BBC Advertising also successfully launched a series of features in association with HSBC, building on the success of The Expat Explorer survey.

As with all advertising and sponsorship on BBC Worldwide and BBC Global News Ltd platforms, content created in collaboration with the BBC StoryWorks team will be clearly presented as commercial content, distinct from editorial content. The BBC on all occasions retains editorial control and responsibility for all editorial content.

Source: BBC Worldwide