Guardian going native
Guardian News & Media has rolled out its Guardian Labs branded content unit with a £1 million-plus Unilever deal around sustainable living marketing to kickstart the initiative. Content will include campaigns integrating brand messages with multimedia editorial content, plus other riffs on native advertising.
Guardian Labs content created for the Unilever partnership will reside in the Guardian's website’s ‘Life & Style’ and link with the brand’s Project Sunlight marketing push around building a world ‘where everyone lives well and lives sustainably’. The campaign will start in March and will include interactive and cross-media content, along with live events.
"Our partnership with Unilever is a fantastic example of collaboration based on our shared values,” says Guardian Labs md Anna Watkins. “Right from the start we brainstormed ideas, working across the whole of the Guardian, and built the campaign together."
The new unit will operate like an agency at Guardian News & Media, publisher of the Guardian, advertising space online or in the newspaper. The 130-plus Guardian Labs team comprises creatives, strategists, designers, video and content specialists who work with the existing editorial, multimedia, digital development and marketing divisions. Guardian News & Media and Observer, and work with brands aims to work to create marketing campaigns which go further than buying