BBC Worldwide has launched its BBC Storyworks branded content unit aimed at delivering output which is “bold, innovative and compelling, and carries the BBC’s mark of quality and impartiality”. BBC StoryWorks will form part of the BBC Advertising portfolio and work in partnership with brands complementing content across BBC Worldwide and BBC Global News’ digital and TV platforms.
BBC StoryWorks will offer clients commercial content owned by the brand, partnered content produced in collaboration with advertisers, and sponsored content produced by the BBC with advertiser support. The unit will also work with partners on events, research and social media to engage directly with customers.
“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,” says Richard Pattinson, who will head up BBC Storyworks. “Now it’s time to put that strength to work and set the bar high for content marketing.”